Page 48 - MARSIUM'21 COMP OF PAPER

FACTORS INFLUENCING CUSTOMER SATISFACTION: CASE STUDY OF

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.

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