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Muhamad Rifqi Zafran Bin Abdul Hakim (2022)
they might be conversant with the platform and its operation, thereby making it easier to understand when using the platform for online
purchase, given higher satisfaction (Wolin and Korgaonkar, 2003).

External incentives were not significantly associated with customers’ satisfaction in this study. This result contradicts the report
from previous research (Nguyen, 2020; Purnamasari et al., 2021; Hanaysha, 2017; Anwar, 2015). Meanwhile, Das (2013) argued that
consumers are less concerned about cosmetics’ price (external incentives) because they prioritise selecting items that are suitable for
their skin and preserving their natural beauty. Furthermore, Nugroho and Irena (2017) found promotional (external incentives) qualities
may result from customers' already-existing scepticism toward corporate promotional operations. This was proven in the results
presented in Chapter 4 as external incentives recorded a p-value of 0.250 (p > 0.1) and a corresponding β of 0.090, thus the hypothesis
was not supported.

In addition, seller or customer services had a significant effect on customer satisfaction, which is consistent with previous findings
(Hidayat, 2016; Liu, 2008; Vasile, n.d; Shodiq, 2018). This was confirmed in the outcomes presented in Chapter 4 as seller or customer
services recorded a p-value of 0.001 (p > 0.1) and a corresponding β of 0.326, thus the hypothesis was supported. Likewise, some
respondents provided positive feedback regarding the seller and customer service; "the seller is very responsive and provides good
service," "condition products are in a good condition,", "product delivery is very fast." This feedback reflects the customer service
provided by Dr Irma contributed significantly to customers’ satisfaction. In line with a previous study, online shoppers or customers
are more likely to engage in positive behaviour If they receive superior seller or customer service (Brady & Robertson, 2001).

Lastly, security and privacy were significant predictor of customers’ satisfaction in this study. The present result corroborates the
studies by several researchers (Ahmad and Al-Zu’ bi, 2011; Zhao and Saha, 2005; Deging, 2014; Sadeh et al., 2011; Hise, 2000;
Hidayat et al., 2016; Liu et al., 2008) reporting positive relationships between customer satisfaction and security/privacy. As presented
in Chapter 4, the result was proven as security and privacy factors demonstrated a p-value of 0.009 (p > 0.1) and a corresponding of β
of 0.180, thus the hypothesis was supported. This result is not surprising as Dr Irma Skincare and Cosmetics uses Shoppe, a verified,
established e-commerce platform. Customers who regularly shop on Shopee think that their personal information, such as their phone
number, address, identification card, and credit or debit card, will be stored by the online platform. According to Deqing (2014),
security and privacy were reported to have been substantially associated with customer satisfaction. Hence, these components should
not be overlooked as previous studies have reinstated the significance when assessing client contentment.

5.2 Research Implication
Based on the research findings, online shopping experience has the highest influence for customer satisfaction for Dr Irma’s
cosmetics. Hence. Dr Irma’s should improve among others based on the feedback by providing detailed and comprehensive product
information. Products are intangible in an internet buying environment. Customers are unable to touch, taste, see, smell, or customarily
hear the items. Hence Dr Irma’s customers may only rely on the photographs and descriptions of the items on the websites to determine
the quality and usefulness of a commodity. Dr Irma Skincare and Cosmetics uses Shopee to sell their products. It is an advantage for
the company because the Shopee platform is very customer-friendly. In order to enhance customer satisfaction, Dr Irma Skincare and
Cosmetics should also provide more free shipping for customers who buy their products on Shopee. According to Chai (2018), free
delivery is successful than a similar amount of discount in luring customers. Offering free delivery demonstrates a genuine concern for
consumers' experience, even while they pay for their purchases (Posts, 2017). It can attract more customers from different genders
because everyone is more likely to buy more if the seller gives free shipping options.

According to Nurcahya (2014), the most frequently used tool for attracting consumers and enhancing sales performance is price
promotion. However, the current research does not support this. This implies that for Dr Irma Skincare and Cosmetics, external
incentives in terms of promotion were not the major determination for customer satisfaction. Other incentives might be more relevant
to the customers. According to Mullin and Cummins (2010), other benefits through email marketing or social media marketing might
appeal more as opposed to incentives.

Furthermore, good customer service leads to repeat sales and loyal customers. In order to increase customer satisfaction through
sales or customer service, Dr Irma Skincare and Cosmetics may need to consider a self-service system. Self-service refers to a
customer's capacity to handle their difficulties and wants without having to contact customer care (Success, 2021). Customers of Dr
Irma can use the self-service to ask anything about skincare, cosmetics and skincare tips of the company’s products. Besides, online
sellers should give customers more contact options to boost their pre-sale services (Hendricks, 2017). Dr Irma Skincare and Cosmetics
need to have more contact on social networks, such as Facebook, Instagram, Tik Tok, and Twitter. Customers can stay in touch more
easily if they provide their contact information, facilitated either by the drop shipper or the agent.

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