ASSESSING THE IMPACT OF PRODUCT QUALITY, PRICE, AND ELECTRONIC WORD OF MOUTH ON TRUST AND CONSUMER SATISFACTION IN ONLINE FASHION PRODUCTS IN BATAM CITY

Abstract

The current study aims to examine the influence of product quality, price, and electronic word of mouth (e-WOM) on consumer satisfaction, with trust serving as a mediating variable among online fashion consumers in Batam City. The rapid growth of e-commerce has intensified competition among online fashion sellers, making consumer satisfaction a crucial determinant of long-term business success. A quantitative research approach was employed using a survey method. Data were collected from 270 respondents who had purchased fashion products through e-commerce platforms in Batam City and were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The insights reveal that product quality, price, and electronic word of mouth have positive and notable effects on both trust and consumer satisfaction. Trust also has a positive and notable impact on consumer satisfaction and serves as a partial mediator in the relationships between product quality, price, electronic word of mouth, and consumer satisfaction. Among all variables examined, trust demonstrates the strongest direct influence on consumer satisfaction, highlighting its critical role in reducing perceived risk and strengthening consumers' confidence in online transactions. These insights suggest that online fashion businesses should prioritize maintaining consistent product quality, implementing transparent pricing strategies, encouraging authentic customer reviews, and strengthening consumer trust through reliable service and transparent communication to enhance consumer satisfaction and sustain long-term competitiveness in the digital marketplace.