Abstract
The present study use of digital marketing and improving service quality is the main focus for various organizations in facing business dynamics in the current digital era (Wu et al., 2024). The phenomenon of digital information system technology development in Indonesia creates a new paradigm in consumer business relationships (Vakulenkoet al., 2022). This study investigates customer satisfaction towards online shopping products in Coimbatore City, aiming to provide insights into the dynamics of the local online retail market. Through demographic analysis and examination of purchasing habits, the study explores factors influencing satisfaction levels among consumers. Findings reveal the dominance of smart phones for shopping and the popularity of platforms like Amazon and Flipkart. Demographic profiles highlight diverse consumer backgrounds, shaping preferences and behaviours. Key factors impacting satisfaction include product variety, pricing, delivery speed, payment options, website usability, and customer service. While certain aspects receive positive feedback, areas for improvement such as delivery speed and customer service are identified
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