AN EMPIRICAL ANALYSIS OF CONSUMER TRUST AND SATISFACTION IN E- MARKETING CHANNELS IN DEHRADUN

The purpose of this study is to empirically examine the relationship between consumer trust and satisfaction in e marketing channels within Dehradun district, Uttrakhand.within the rapid growth of digital marketing and e commerce in India .understanding regional consumer perception has become crucial. A structured questionnaire was used to collect data from 200 respondents who have previously used online shopping platform. The study analyzes the factors influencing consumer trust (such as website quality, security and perceived risk) and their subsequent impact on satisfaction and purchase intention. The findings reveal the consumer trust significantly affects satisfaction , which in turn influences future purchasing behavior .the study concludes that enhancing service quality ,transparency, and data security are key strategies for improving consumer trust and satisfaction in e marketing channels in semi urban area like Dehradun.