Factors Influencing Customer Satisfaction in Online Shopping Among Non-Resident Students of UiTM Cawangan Terengganu

People nowadays prefer to do their purchasing online. Customers like to purchase on the internet because it is more convenient than traditional shopping, which is often associated with anxiety, crowdedness, traffic jams, limited time, and parking space, among other things. In Malaysia, the number of internet users has increased, and online shopping has become a growing trend. Therefore, this study will look into the elements that influence customer satisfaction with online buying among university students. Product quality, brand, and shopping experience are three aspects that contributed to this study. The survey approach was utilized in this study, and 364 respondents answered questionnaires. Questionnaires were distributed to non-resident university students to determine the elements that influence their decision to shop online. The researcher employed both the online survey and manual method to obtain data. Statistical Package for Social Science (SPSS) and Microsoft Excel were used to analyze the data gathered. According to the findings, product quality, brand, and shopping experience all have a significant impact on non-resident university students' satisfaction with online shopping at UiTM Cawangan Terengganu. In summary, the findings of this study are essential for building a successful, sustainable, and competitive business. They provide actionable insights that can lead to improved customer retention, increased revenue, and a stronger brand reputation.