<![CDATA[This study aims to analyze the factors influencing customer satisfaction in e-commerce services in Indonesia, focusing on Generation Z as the dominant user segment of digital shopping platforms. Using an explanatory quantitative approach, data were collected from 100 respondents who actively transact on Shopee and TikTok Shop, selected through purposive sampling, and analyzed using multiple linear regression in SPSS. The independent variables examined were E-Service Quality, Perceived Ease of Use, Live Shopping Engagement, and Perceived Security, while Customer Satisfaction served as the dependent variable. The results show that all four variables have a positive and significant effect on customer satisfaction, both partially and simultaneously (F = 27.956; Sig. = 0.000), explaining 52.1% of the variance in customer satisfaction (Adjusted R² = 0.521). Perceived Ease of Use emerged as the most dominant factor (β = 0.299), followed by E-Service Quality (β = 0.260), Perceived Security (β = 0.219), and Live Shopping Engagement (β = 0.176). These findings suggest that e-commerce platforms should prioritize simplifying navigation and improving system usability to strengthen customer satisfaction, while continuing to enhance service quality, transaction security, and live shopping features as complementary strategies for retaining Generation Z consumers.]]>
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