Factors that affecting customer satisfaction on online shopping among the students of University Malaysia Kelantan

This research study was carried out to explore the factors that affecting customer satisfaction on online shopping among the students of University Malaysia Kelantan from Faculty of Business and Entrepreneurship. Due to Covid-19, online shopping became the most popular to purchase goods and services. New technology and shopping apps has made life much easier for consumers to purchase safely and saves more time with e-shopping. In this study, the researchers had examined four factors, which are reasonable price, product quality, service quality and security. To describe the independent variables, mediating variable, and dependent variable, the disconfirmation model of customer satisfaction was used. The researchers gathered information systematically to gain more in depth knowledge about customer satisfaction. In this analysis, a quantitative data collection method and simple random sampling technique were used. A total of 342 students from Faculty of Business and Entrepreneurship under University Malaysia Kelantan were tested using questionnaires and being analyzed by using Pearson’s Correlation Statistic Package (SPSS). The result indicates that all the elements have a significant relationship with University Malaysia Kelantan student’s intention. The implication and future research of the study were discussed at the end of this paper.