earticle

영어

Online shopping is a popular activity among international students in South Korea due to its convenience and attractive promotional offers. This study focuses on the impact of the modern marketing mix (7Ps) on Coupang's customer satisfaction among international students in Busan, South Korea. Data was collected from 127 students at Kyungsung University through survey responses. The study utilized exploratory factor analysis and regression using SPSS software for data analysis. The results suggest that online shopping had the most significant impact on customer satisfaction, followed by product, people, and promotion. However, price, place, and physical evidence did not positively influence customer satisfaction in this case. This study provides valuable insights into factors that affect customer satisfaction and can be used as a reference for future studies on online shopping behavior and satisfaction, particularly for Coupang.