Evaluating Pinterest User Experience and Usability Using AttrakDiff and PLS-SEM

This study uses user survey data collected through an online questionnaire administered via Google Forms and targeted at active Pinterest users in Indonesia. The questionnaire instrument was developed based on AttrakDiff, consisting of 28 bipolar adjective pairs to measure the dimensions of Pragmatic Quality, Hedonic Quality–Stimulation, Hedonic Quality–Identity, and Attractiveness. Data collection was conducted online through social media, user communities, and instant messaging channels to reach respondents widely. The objective of this research is to evaluate user experience and analyze the relationships among User Experience dimensions and the perceived attractiveness of the Pinterest application. To ensure data quality, a validation process was carried out by verifying respondent eligibility and eliminating invalid responses. From a total of 551 responses collected, 524 valid respondent data were retained and used as the final dataset. The validated data were then analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach with the SmartPLS software to assess both the measurement model and the structural model. The resulting dataset enables empirical interpretation of users’ perceptions of the quality of the Pinterest user experience and serves as the basis for drawing the study’s conclusions.