Online Customer Satisfaction: An Analysis of the Kelantan Fashion Industry

Abstract

The purpose of this study is to examine the factors that influence online customer satisfaction in the fashion industry in Kelantan. This study was conducted in Pengkalan Chepa, Kelantan. The sample size is 307 respondents and was selected using the convenience sampling method. Data from the research questionnaire were gathered and analyzed by using IBM SPSS Statistics version 26. The result showed that the variables, e-logistic ease, website interactivity, website informativeness, and visual engagement, were significant and positively related to online customer satisfaction. This finding implies that the e-retailer of online fashion products in Kelantan should put their efforts into visual engagement and website informativeness to enhance online consumer satisfaction. Future research suggests using other variables that might affect the dependent variable and can be conducted in another place with a different view and opinion on each question for each independent variable.