ANALYSIS OF VARIABLES INFLUENCING CUSTOMER SATISFACTION WITH SHOPEE FASHION STORES AMONG GENERATION Z IN RATU SOLO
DOI:
https://doi.org/10.47701/g8wezj47Keywords:
customer satisfaction, brand image, online customer review, customer loyaltyAbstract
This study analyzes and determines the most dominant
variable among brand image, online customer review,
loyalty, and trust affecting customer satisfaction at the
Ratu Solo fashion store on Shopee among Generation Z in
Surakarta, and formulates improvement proposals using
the Plan-Do-Check-Act (PDCA) approach based on the most
influential variable. The research is motivated by a
phenomenon at Ratu Solo, which shows a high transaction
volume (261 transactions per month) yet a rating of only
4.4, accompanied by recurring complaints regarding
products not matching their description, poor quality, and
damaged goods. This study applies a quantitative approach
using Structural Equation Modeling based on Partial Least
Square (SEM-PLS) with SmartPLS 4.0, involving 100
Generation Z respondents in Surakarta selected through
purposive sampling. Data were collected via an online
Likert-scale (1–4) questionnaire. Results show that all four
hypotheses are accepted; brand image, online customer
review, loyalty, and trust each positively and significantly
affect customer satisfaction, with an R-Square of 0.763.
Loyalty emerged as the most dominant variable (path
coefficient 0.334), followed by trust (0.253), brand image
(0.246), and online customer review (0.230). Based on these
findings, PDCA-based improvement proposals were
developed to sustainably enhance customer satisfaction at
Ratu Solo.
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