<![CDATA[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.]]>
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