Abstract

The study at hand investigates the impact of Green Marketing, Personalized Ads, and E-Service Quality impacted to E-Commerce Customer Satisfaction in the context of an increasingly competitive digital market. As consumers become more environmentally conscious and digitally engaged, understanding how these factors shape their satisfaction is essential for sustaining competitive advantage. the intended outcomes of the research to empirically analyze the role of each independent variable in influencing consumer perception and satisfaction. Employing a quantitative approach with data processing using SPSS, the research sample was drawn from Lazada customers located in Semarang. The results, analyzed through a multiple regression model, show that E-Service Quality is the most significant and positive predictor of satisfaction. Green Marketing was likewise shown to exert a significant positive influence, while the effect of Personalized Ads was relatively weaker. These findings contribute both theoretically and practically by emphasizing the importance of digital service quality, while also recognizing the value of sustainability initiatives. For practitioners, particularly in e-commerce, the results highlight the need to combine reliable digital services with responsible marketing strategies to enhance customer loyalty and long-term competitiveness.