Factors Affecting Fashion Product Customer Satisfaction

Abstract

This study aims to analyze factors that affect customers’ satisfaction when purchasing fashion products through Indonesia’s e-commerce. The respondents involved in this study were those who purchased fashion products on e-commerce at least 3 times in the last 3 months and were at least 18 years old. This study uses a quantitative approach, employing SEM methods for structural equation modeling, and uses SPSS 25 and AMOS 26 for data processing. This study shows that Online shopping experience, Seller service, External incentives, and Security/Privacy directly influence Customer satisfaction. This study’s findings could help e-commerce and online businesses focus on establishing better customer satisfaction strategies.