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All Journal Proceeding of International Conference Health, Science And Technology (ICOHETECH)
Hana Esteryanti Amaral
Universitas Duta Bangsa Surakarta
Computer Science & IT Decision Sciences, Operations Research & Management Health Professions Industrial & Manufacturing Engineering Medicine & Pharmacology

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ANALYSIS OF VARIABLES INFLUENCING CUSTOMER SATISFACTION WITH SHOPEE FASHION STORES AMONG GENERATION Z IN RATU SOLO Hana Esteryanti Amaral; Febrina Agusti; Ringgo Ismoyo Buwono
Proceeding of the International Conference Health, Science And Technology (ICOHETECH) 2026: Proceeding of the 7th International Conference Health, Science And Technology (ICOHETECH)
Publisher : LPPM Universitas Duta Bangsa Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47701/g8wezj47

Abstract

This study analyzes and determines the most dominantvariable among brand image, online customer review,loyalty, and trust affecting customer satisfaction at theRatu Solo fashion store on Shopee among Generation Z inSurakarta, and formulates improvement proposals usingthe Plan-Do-Check-Act (PDCA) approach based on the mostinfluential variable. The research is motivated by aphenomenon at Ratu Solo, which shows a high transactionvolume (261 transactions per month) yet a rating of only4.4, accompanied by recurring complaints regardingproducts not matching their description, poor quality, anddamaged goods. This study applies a quantitative approachusing Structural Equation Modeling based on Partial LeastSquare (SEM-PLS) with SmartPLS 4.0, involving 100Generation Z respondents in Surakarta selected throughpurposive sampling. Data were collected via an onlineLikert-scale (1–4) questionnaire. Results show that all fourhypotheses are accepted; brand image, online customerreview, loyalty, and trust each positively and significantlyaffect customer satisfaction, with an R-Square of 0.763.Loyalty emerged as the most dominant variable (pathcoefficient 0.334), followed by trust (0.253), brand image(0.246), and online customer review (0.230). Based on thesefindings, PDCA-based improvement proposals weredeveloped to sustainably enhance customer satisfaction atRatu Solo.
Co-Authors Buwono, Ringgo Ismoyo Febrina Agusti