Factors Affecting Customer Satisfaction towards Online Shopping

Nowadays people are intended to do online shopping. Shop on the Internet becomes an alternative for consumers since it is more comfortable than conventional shopping which usually attributed with anxious, crowded, traffic jam, limited time, parking space and etc. Internet in Malaysia is still considered as a new medium tool between the retailers and the consumers, and also retaining customers on e-retail is the most issue that are faced by any e-retail store. Because of that, the research is to study the factors affecting customer satisfaction towards online shopping among university students. There are three factors contributed to this research, which are product quality, brand, and shopping experience. This research was used a survey method of distributing questionnaires to 150 respondents. Questionnaires will be distributed among university student to gauge their factors to shop online. The researcher used online survey and manual method to collect data. The data that has been collected was analyzed by using Statistical Package for Social Science (SPSS) and Microsoft Excel. Based on the research, the product quality, brand and shopping experience have a significant relationship to customer satisfaction towards online shopping among university students at UTeM.