Post-Purchase Cognitive Dissonance and Its Effect on Customer Satisfaction in E-Commerce Transactions
Keywords:
Post-purchase cognitive dissonance, Customer satisfaction, E-commerce, Online consumer behavior, Purchase regretAbstract
Purpose - This study examines the effect of post-purchase cognitive dissonance on customer satisfaction in e-commerce transactions. It focuses on the psychological discomfort that arises when consumers reconsider the accuracy and value of their purchasing decisions after receiving a product. Methodology - A quantitative explanatory design and cross-sectional survey framework were used. For manuscript development, the statistical analysis was demonstrated with a coherent synthetic dataset representing 200 Indonesian e-commerce consumers. The analysis used descriptive statistics, Pearson correlation, and simple linear regression in IBM SPSS Statistics 27. Findings - Post-purchase cognitive dissonance had a negative and significant effect on customer satisfaction. The unstandardized coefficient was -0.516, the standardized coefficient was -0.530, and the probability value was below 0.001. The model explained 28.0% of the variation in customer satisfaction. Implications - E-commerce platforms and sellers should improve product-information accuracy, fulfilment reliability, price transparency, and post-purchase communication to reduce consumer doubt, regret, and dissatisfaction. Originality - The study positions post-purchase cognitive dissonance as a direct psychological predictor of satisfaction in Indonesian e-commerce transactions.
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