Factors Affecting Fashion Product Customer Satisfaction

Abstract This study aims to analyze factors that affect customers’ satisfaction when purchasing fashion products through Indonesia’s e-commerce. The respondents involved in this were those who purchased on e-commerce at least 3 times the last months and 18 years old. uses a quantitative approach, employing SEM methods for structural equation modeling, SPSS 25 AMOS 26 data processing. shows Online shopping experience, Seller service, External incentives, Security/Privacy directly influence Customer satisfaction. study’s findings could help online businesses focus establishing better customer strategies.