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Numerous studies have been undertaken in recent years to explore "the effects of website aesthetics on the user's perception and
satisfaction" (Tractinsky et al., 2000; Mahlke et al., 2007; Lindgaard et al., 2011; Papachristos and Avouris, 2011; Schenkman and
Jönsson, 2000). It follows that aesthetics is one of the most important elements of website quality, which has a significant effect on the
willingness of users to conduct online payments (Yoo and Donthu, 2001; Bai et al., 2008; Madu and Madu, 2002). In fact, Tony Mai
(2011) analysed the research papers completed between 1998 and 2011 and found that visual appeal was the second most influential
feature indicated in numerous studies. This is supported by Cyr, Head, Larios, and Pan (2009), who argue that a shopping website's visual
appeal piques the interest of visitors and encourages them to spend more time on the site. To summarize, it can be said that the concept
of visual aesthetics is a crucial one in web design that can lead to greater happiness among online users. Therefore, the following
hypothesis is developed:

H2: There is a strong link between visual aesthetics and user satisfaction on the KKKL Express’s website.

2.4.3 NAVIGATION

The navigation of a website relates to the manner in which the site's pages and links are organised and structured. When it comes to how
much effort it takes a user to get around a website, the navigation design plays a major role (Vance et al., 2008). In general, online
shoppers favour simple and concise navigation designs, which can save them time and effort in locating what they're seeking and allow
them to complete purchases in a few steps. Therefore, a simple navigation hierarchy that enables users to quickly and easily access the
desired pages from wherever on the site should be developed for the least amount of effort possible among customers (Montoya-Weiss,
Voss, & Grewal, 2003). Not only does it make things a lot easier, but it also helps prevent shoppers from becoming frustrated on the site
and leaving without making any purchases or returning.

A few tips are explained here in order to develop an effective and functional navigation system. To begin with, the navigation bar's
location should be prominent and easily identifiable. Given the reading patterns of the average person, the navigation bar should be
positioned on the left or top of the page. Second, the navigation bar title should be precise and clear without using ambiguous words.
For example, use the "About Us" text to represent the content for the background and history of a company. If you are concerned about
the title's accuracy, you can create prompt messages to elaborate on it. So, when the visitor's mouse is moved over the text on the
navigation bar, the accompanying explanation will appear. Lastly, when a visitor comes to a new page, display the “previous” icon for
them to be able to switch back to the old page on demand. Based on the elaboration above, the researchers hypothesize:

H3: KKKL Express’s website navigation will have a strong effect on user satisfaction.

2.4.4 INTERACTIVITY

Several studies, including Cyr (2009), have demonstrated that perceived online interactivity is associated with e-commerce website
characteristics such as productivity, enjoyment, trust, and loyalty. O'Brien (2010) also recognized clients' interaction as one of the e-
commerce motives, but the connection between interactive elements and users' satisfaction remains unclear because the interactive
features weren't really subjected to experimental research. On the other hand, Teo (2003) discovered a statistically significant effect of

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