This study investigates the impact of delivery, packaging, and customer support on online purchase behavior among private university students in Klang Valley. The research uses a quantitative design and a structured survey to understand how these factors influence consumer decisions on e-commerce platforms. The findings reveal that delivery, packaging, and customer support significantly influence online purchase behavior among these students, shaping consumer satisfaction and trust in e-commerce platforms. The study provides valuable insights for e-commerce platforms, suggesting that improvements in delivery reliability, thoughtful packaging, and robust customer support can enhance consumer trust and satisfaction, leading to higher retention rates and a competitive edge in the market. Businesses targeting university students can use these findings to tailor their services to meet the expectations of this tech-savvy demographic. This research contributes to the growing body of knowledge on e-commerce consumer behavior by focusing on private university students in Klang Valley and examining the roles of delivery, packaging, and customer support in shaping online purchase behavior. The findings offer actionable recommendations for e-commerce platforms to optimize user experience and foster stronger customer relationships.
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