Customer Buying Intention of Garment Products Through Shopee Online Platform

Abstract

In today's digital age, e-commerce platforms have revolutionized the way consumers shop for a wide array of products, including garments. This thesis investigates the multifaceted landscape of customer satisfaction in the context of garment product purchases made through the Shopee online platform. The study identifies and analyzes several key factors influencing customer satisfaction in this domain. Through a comprehensive literature review and empirical research methodology, this thesis examines four primary factors: Price, Website Quality, Customer Service, and Brand Reputation. The research delves into how these factors impact customer satisfaction and their relative significance. The findings reveal insightful patterns and nuances in the relationship between these factors and the overall satisfaction of Shopee's customers. Price emerged as a dominant factor in shaping customer satisfaction, underscoring the importance of competitive pricing strategies in e-commerce. Website Quality, Customer Service, and Brand Reputation also played vital roles, albeit with varying degrees of influence. The study provides valuable insights for researchers, students, and industry stakeholders seeking to enhance their understanding of customer satisfaction dynamics in the context of online garment purchases. Despite its contributions, this research encountered financial limitations that influenced its scope and methodology. Consequently, future research is recommended, featuring larger sample sizes and exploring additional factors to further enrich our comprehension of customer satisfaction within the Shopee online platform. This thesis contributes to the growing body of knowledge surrounding e-commerce and customer satisfaction, offering practical implications for businesses aiming to optimize the online shopping experience for garment products.