In digital development 4.0, store brands are very important. The problem in this research is the lack of consumer trust to buy quality goods in e-commerce store accounts so that it affects consumer satisfaction. This study aims to address this question feedback from the problems of the customer, then on the other hand a questionnaire with the PLS-SEM (Partial Least Squares Structural Equation Modeling) model to determine the dimensions of the variables selected according to customer experience. To achieve this aim, both negative and positive customer comments were compiled to assess customer satisfaction, employing a comparative analysis method through Naive Bayes algorithm. The overarching goal was to achieve optimal results and extract valuable insights regarding the determinants that influenced customer satisfaction within the domain of online transactions. This research also has an impact on buyers so they can have an understanding of the factors that support trust in customer satisfaction, so that individuals do not hesitate in making purchasing decisions to shop online. The results showed that the algorithm initially recorded a modest accuracy score of 0.37. Meanwhile, after implementing hyperparameter tuning, the accuracy increased significantly to 0.62. In the aspect of Smart PLS questionnaire analysis, a standardized Normed Fit Index (NFI) of 0.707 was recorded, which was slightly below the established threshold of 0.90. The standardized root mean square residual (SRMR) was measured at 0.071, falling below the specified value of 0.08, indicating a commendable model fit. However, the RMS theta value at 0.240 exceeded the threshold of 0.102.

Original languageEnglish
Title of host publicationTENCON 2023 - 2023 IEEE Region 10 Conference
PublisherInstitute of Electrical and Electronics Engineers Inc.
Number of pages6
ISBN (Electronic)9798350302196
Publication statusPublished - 2023
Event38th IEEE Region 10 Conference, TENCON 2023 - Chiang Mai, Thailand
Duration: 31 Oct 20233 Nov 2023

Publication series

NameIEEE Region 10 Annual International Conference, Proceedings/TENCON
ISSN (Print)2159-3442
ISSN (Electronic)2159-3450


Conference38th IEEE Region 10 Conference, TENCON 2023
CityChiang Mai


  • E-Commerce
  • Seller Crebidility
  • Sentiment Analysis


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