The Impact Of Three Factors Related To Online Shopping (Efficiency, E-service Quality, Brand Image) On Customer Satisfaction

Abstract: Background: Online shopping is now the most popular way to spend. It haschanged people's consumption habits. In this change, customer satisfaction hasplayed a crucial role. Therefore, this paper studies the impact of online shoppingon customer satisfaction. The researchers analyzed it from three perspectives:efficiency, electronic service quality, and brand image. Explain how each ofthese three aspects affects customer satisfaction. Purpose: The purpose of this paper is to explain how three factors related toonline shopping (Efficiency, E-Service Quality, and Brand image) affectcustomer satisfaction through a quantitative research approach. Methodology: This study follows the structure of deductive research. Therefore,researchers used quantitative methods to study this project. The researchersdesigned an online questionnaire and selected generation Z (18-27 years old) asrespondents for this study. In the end, They received 80 responses. After theresearchers cleaned and coded the collected data, they entered the SPSSsoftware for analysis. The analysis content mainly includes multiple linearregression, descriptive statistics, and Cronbach's alpha and correlation analysis.It organizes the results of the multiple linear regression analysis into a resultstable and shows whether the hypothesis was rejected. Findings: In the three aspects, efficiency and brand image have a positive andsignificant impact on customer satisfaction. But e-service quality has nosignificant impact on customer satisfaction.