2 October 2019 _____________________________________________________________________ An Analysis of Consumer Satisfaction in Laguna on Online Selling: Basis for a Marketing Strategy for Lazada Beatrice S. Alusen bea.fandialan08@gmail.com, josephemmanuelmilan@gmail.com Lyceum of the Philippines - Laguna ABSTRACT Online selling or E-commerce had been in trend in this generation that greatly affected the behavior of consumers. The basis to measure the consumer satisfaction is the service quality dimensions (Reliability