Confirmatory Factor Analysis of Variables Influencing Customer Satisfaction at the Shopee Online Shop

Currently, buying and selling transactions carried out by the public through online shops have increased significantly. This increase occurs because of the ease of transactions, prices that are relatively cheaper than offline stores, and supported by advances in digital marketing technology. In the buying and selling process, customer satisfaction is a very important factor. In order to increase customer loyalty, this study will analyze the variables that influence customer loyalty. The analysis will be carried out using the CFA method. The Confirmatory Factor Analysis technique is one of the powerful techniques in analyzing simple models in seeing the functioning of empirical constructs (factors) in a structural model. CFA can test how well indicator variables can represent related latent variables. The results of the analysis obtained show that there are three indicator variables that have a significant influence on Customer Satisfaction, including Fulfilled consumer expectations for the purchased product (KP1) and Recommendation to other parties (KP2) The Shopee application is able to fulfill consumer desires (KP3) The price given is cheaper than elsewhere, but with the same quality (KP4) The product being sought is easy to obtain (KP5).