Page 471 - MARSIUM'21 COMP OF PAPER

FINAL YEAR PROJECT
Muhamad Rifqi Zafran Bin Abdul Hakim (2022)
AHIBS UTM SKUDAI JAN 2022

FACTORS INFLUENCING CUSTOMER SATISFACTION: CASE STUDY OF DR
IRMA SKINCARE AND COSMETICS

MUHAMMAD AMIRUL ASRAF BIN SUNGIP, DR MAZILAH BINTI ABDULLAH

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru

*Corresponding author: muhammadamirulasraf@graduate.utm.my

ABSTRACT:
The buying and selling process has shifted dramatically from conventional (physical) to online purchasing in the present
technological environment. Furthermore, the traditional trading method has been rendered obsolete by the COVID-19 epidemic. In this
setting, customer satisfaction is critical in maintaining consumer loyalty to the products or services offered. Resultantly, every company must
understand consumers’ satisfaction with their products or services. Customer satisfaction has risen to the top of the priority list when it comes
to online purchases. Therefore, this study was conducted to measure customers’ satisfaction level of Dr Irma Skincare and Cosmetics based
on four factors: shopping online experiences, external incentives, sellers' or customer service, security, and privacy. Multiple regression
analysis was applied to identify the factors influencing customers’ satisfaction levels. A total of 118 respondents participated based on the
sample size determination from Cohen Table. Purposive sampling was employed in this study and the investigation was limited by the
number of respondents who only purchased online from Dr Irma Skincare and Cosmetics. Statistical Package for Social Science and Multiple
Regression Analysis showed that online shopping experiences seller or customer services, security, and privacy were significantly associated
with customers’ satisfaction towards Dr Irma Skincare and Cosmetics. Customers’ satisfaction was not affected by external incentives.

Keywords: Online shopping experiences, seller or customer services, external incentive and security and privacy.

ABSTRAK
Proses pembelian dan penjualan telah berubah secara dramatik dari konvensional (fizikal) kepada pembelian dalam talian dalam
persekitaran teknologi sekarang. Tambahan pula, kaedah perdagangan tradisional telah menjadi usang oleh wabak COVID-19. Dalam
suasana ini, kepuasan pelanggan adalah penting dalam mengekalkan kesetiaan pengguna terhadap produk atau perkhidmatan yang
ditawarkan. Akibatnya, setiap syarikat mesti memahami kepuasan pengguna dengan produk atau perkhidmatan mereka. Kepuasan pelanggan
telah meningkat ke bahagian atas senarai keutamaan ketika datang ke pembelian dalam talian. Oleh itu, kajian ini dijalankan untuk mengukur
tahap kepuasan pelanggan Dr Irma Skincare and Cosmetics berdasarkan empat faktor: pengalaman membeli-belah dalam talian, insentif
luaran, penjual atau perkhidmatan pelanggan, keselamatan, dan privasi. Analisis regresi berganda telah digunakan untuk mengenal pasti
faktor-faktor yang mempengaruhi tahap kepuasan pelanggan. Seramai 118 responden mengambil bahagian berdasarkan penentuan saiz
sampel daripada Cohen Table. Persampelan purposive telah digunakan dalam kajian ini dan penyiasatan adalah terhad oleh bilangan
responden yang hanya membeli secara dalam talian daripada Dr Irma Skincare and Cosmetics. Pakej Statistik untuk Sains Sosial dan Analisis
Regresi Pelbagai menunjukkan bahawa pengalaman membeli-belah dalam talian penjual atau perkhidmatan pelanggan, keselamatan, dan
privasi dikaitkan dengan kepuasan pelanggan terhadap Dr Irma Skincare and Cosmetics. Kepuasan pelanggan tidak terjejas oleh insentif
luaran.

Kata Kunci: Pengalaman membeli belah dalam talian, insentif luaran, penjual atau perkhidmatan pelanggan, keselamatan dan privasi.

1.0 INTRODUCTION
In the era of globalization, all types of transactions can be completed online. Online transactions are now gaining a place in the
hearts of consumers. Customers' changing busy lifestyles have led them to prefer internet purchasing to traditional buying (Kumar, 2018).
Online shopping is an exceptional development in the field of electronic commerce, and it will undoubtedly become the next big thing.

Online or e-commerce businesses are gaining popularity and overwhelming response from the community in this era. The
government and businesses are also developing the online business industry and providing numerous allocations to increase its usage. Among
the popular online businesses for Malaysians include Lazada, Shopee, Zalora. According to Zainuddin (2021), almost 47% of consumers in
Malaysia are turning to the online method as the most frequently used channel to purchase goods.

According to GlobalData (2020), consumer payments in Malaysia have been affected by the COVID-19 pandemic, as consumers
move from offline shopping to online shopping. Consumers are stepping up their online purchases because of physical store closures
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