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Muhamad Rifqi Zafran Bin Abdul Hakim (2022)
encounters have more self-efficacy (Giannakos, 2011). Stenger (2014) posited that the actual experience is more important than
memories of previous encounters when customers purchase online.

2.2.2 External Incentives
According to Rita (2019), external incentives include price, promotion, product attributes, quality, brands, and source of opinion.
Customers are motivated to acquire a product or service for a variety of reasons, one of which is the seller's intense or promotional
offer. Customers prefer to buy from businesses that provide the product as soon as possible, rather than from stores that postpone their
purchases (Yayl and Bayram, 2012). Furthermore, an external incentive such as a price reduction could be used as a better marketing
strategy, which may impact consumers’ satisfaction. Wang (2011) argued that customers will be attracted to select a business with a
more appealing marketing approach.

2.2.3 Seller Or Customer Services
The services that accompany the purchase of a product might be of significant value to the customer. Services can be used by
customers to assist them in determining which goods to buy. Factors relating to seller or customer service include ordering, payment
method, delivery, guarantee, website design, and service. According to Blut (2016), customer service refers to the degree of service
and return handling/return policies provided during and after the sale. Customer service is a set of actions that includes customer
assistance systems, complaint processing, complaint speed, complaint convenience, and complaint friendliness (Kim, Park, and Jeong,
2004).

2.2.4 Security And Privacy
Security and privacy can be described as the security of credit card payments from customer purchasing transactions (Nguyen,
2020). Customers' confidence in security and privacy should be increased in situations when online firms conduct advertising and
purchasing transactions through websites. Customers' perceptions of a seller's ability to protect a consumer's pre-purchase choice are
referred to as "privacy" (Kim et al., 2009). Security may be defined as a sort of security that assures customer safety while also
preventing hackers from violating privacy (Dixit and Datta, 2010).

2.3 HYPHOTESIS DEVELOPMENT
2.3.1 Online Shopping Experiences
Online shopping experience was reported to have a positive effect on customers, satisfaction in several studies (Limayem et al.,
2007; Lin & Lekhawipat, 2014). Based on the previous findings, the following hypothesis was proposed

H1: Online shopping experiences has significant positive influence towards customer satisfaction.

2.3.2 External Incentives
External incentives were defined as price, promotion, product attribute, brand, and source opinion (Rita, 2019). Typically, online
shoppers can buy a product or service at a cheaper price than the conventional physical transaction. Online shoppers also avoid
negotiating prices, spending time and energy to compare product prices. A study conducted by Purnamasari et al., (2021) on customer
satisfaction reported that external incentives impact positively on customer satisfaction. Based on the above discussion, the proposed
hypothesis is as follows:

H2: External Incentives has significant positive influence towards customer satisfaction.

2.3.3 Seller Or Customer Services
The main problem of online shopping in the cosmetics industry is how to preserve customer happiness with the existing
business. This is even more challenging with the rapid development of the cosmetics industry, which is becoming more competitive in
terms of incentives. Hence, online businesses must provide high-quality products and services to their clients, which is perceived to
have a beneficial impact on their loyalty (Gounaris et al., 2010). Previous research found that customer service has s significant positive
influence on customer satisfaction in the Chinese context (Liu,2008). Based on the above discussion, the following hypothesis was
proposed:
H3: Seller or customer services has significant positive influence towards customer satisfaction.

2.3.4 Security And Privacy
According to previous research, security and privacy have the potential to enhance customers’ satisfaction (Liu et al., 2013; Chiang
and Dholakia, 2003; Rita et al., 2019). In practical terms, security and privacy-focused on the security of using credit cards when users
make online transactions. In other words, sharing information online is considered private. Ahmad and Al-Zu’ bi (2011) and Zhao and

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