Factors Influencing Nykaa User's Satisfaction: A Case Study of Online Beauty Shopping Experience

In an era where e-commerce has become integral to the retail landscape, the user-friendliness and overall design of digital platforms play a pivotal role in shaping user satisfaction. Nykaa, a prominent player in the beauty and cosmetic industry, has established a significant online presence. Nykaa is an Indian beauty retailer that sells cosmetics and wellness goods online and in physical stores. Nykaa, founded in 2012 by former investment banker Falguni Nayar, has grown to become one of India's biggest beauty destinations, offering a diverse selection of products such as makeup, skincare, hair care, fragrances, and wellness items. The research objective of this paper is to identify factors influencing Nykaa users' satisfaction. The goal is to identify particular areas to improve overall user satisfaction. A convenience sampling strategy was employed, collecting data from a sample of 385 individuals via Google Forms. Descriptive statistics were utilized in the research design, and data analysis was conducted using the SPSS program. The findings indicate users' satisfaction with Nykaa's services is neutral regarding various dimensions such as product offerings, website navigation and over user satisfaction. To analyze hypothesized relationships, inferential statistics, specifically regression analysis, were employed. The results of the research revealed that functionality and features, as well as navigation and information architecture, significantly influence user satisfaction. The conclusions drawn offer insightful information to inform Nykaa's digital strategy for enhancing their online platforms and ultimately improving Nykaa users’ satisfaction.