Factors Influencing Customer Satisfaction: A Case Study of the E-Commerce Sector in Malaysia

In the fast-paced digital era, e-commerce in Malaysia has grown over the years, reflecting a shift in consumer behavior from physical to online shopping. Shopee is one of the e-commerce businesses in Malaysia, and assessing customer satisfaction is crucial for strengthening its competitive advantage. This study aims to analyze the factors influencing customer satisfaction with online purchases on Shopee in Malaysia. The five factors examined were perceived convenience, product quality, price perception, delivery service, and website usability. A quantitative online survey was conducted using Google Forms and distributed to 125 Shopee users in Malaysia. SPSS was used to test the significance of each factor in relation to customer satisfaction. The findings show that perceived convenience (b = 0.183, p < .05), product quality (b = 0.352, p < .001), price perception (b = 0.121, p < .05), delivery service (b = 0.227, p < .001), and website usability (b = 0.286, p < .001) positively affect customer satisfaction. Product quality is the strongest predictor among the five variables. These results suggest that Shopee should prioritize product quality while maintaining a user-friendly platform, competitive pricing, and reliable delivery service to sustain customer satisfaction and loyalty.