| Summary: | Rapid growth of internet service has provided another huge marketplace for online retailers. In recent years online retailing has become another business trend in Malaysia. Therefore, this research project establishes a valid measure of consumer satisfaction with online services. The major aim of this research project is to study the online purchase behavior of UUM students toward online service satisfaction. In additions, it identifies the factors that influence UUM student’s satisfaction on online service. This study will used quantitative method to collected primary and secondary data. The finding is analyzed by using SPSSv24, and the sample of respondent is 302 STML students from UUM. This study will help online service providers to develop the marketing strategies and maintain the online market share. Result from this study also can provide different university to do comparatively to find difference between the factors affecting online service satisfaction.
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