Consumer Satisfaction When Shopping Online On Students

Abstract

This research aims to evaluate the level of student consumer satisfaction when shopping online using the discrimination power method and confirmatory factor analysis (CFA). A total of 10 items were prepared to measure consumer satisfaction in the context of e-commerce. The results of the discrimination power analysis show that two of the ten items tested have discrimination power that is appropriate to the phenomenon studied, so that they can be used to measure consumer satisfaction effectively. Next, CFA is used to test the validity and reliability of the constructs of these items. It is hoped that the findings of this research will provide deeper insight into the factors that influence student consumer satisfaction in online shopping and can be the basis for developing more effective marketing strategies in e-commerce.