The Effect of Product Personalization, User Experience, and Consumer Trust on the Level of E-Commerce Consumer Satisfaction in Indonesia

Abstract

This study looks into how user experience, consumer trust, and product personalization affect Indonesian e-commerce customer happiness. To investigate the associations between these characteristics, data was gathered via surveys and analyzed quantitatively using 225 Indonesian e-commerce customers. The results show that consumer trust is positively influenced by product customisation, and consumer trust is positively influenced by user experience. Furthermore, customer satisfaction and confidence in e-commerce are strongly impacted by product customisation and user experience. These findings highlight the significance of personalized experiences, frictionless communication, and reliability in fostering customer satisfaction among Indonesian online shoppers. Through comprehension of these characteristics, enterprises can formulate focused approaches to augment customer contentment and cultivate enduring connections inside the Indonesian e-commerce domain.