<![CDATA[Abstract: This study aims to determine the effect of e-Wom on customer loyalty with customer satisfaction as an intervening variable (Case Study on Baba Alfatih's Tour and Travel). The research method used is a quantitative method using the help of SPSS version 25.00. which was collected from the results of distributing questionnaires to Baba Alfatih Tour And Travel customers as many as 90 respondents. The analytical method used in this study is using instrument tests, namely validity and reliability tests. The classic assumption test is the normality test, multicolonearity test, heteroscedasticity test, multiple linear regression analysis, analysis of the coefficient of determination (R2), hypothesis testing, namely the T test and path analysis (Path analysis). The results of SPSS in this study are that electronic word of mouth variables have an effect on customer satisfaction, electronic word of mouth variables have no effect on customer loyalty, customer satisfaction variables have an effect on customer loyalty, Customer Satisfaction Variables mediate the effect of E-WOM on customer loyalty. Keywords: Electronic Word Of Mouth, Customer Loyalty, Satisfaction Customers Abstrak: Penelitian ini bertujuan untuk mengetahui Pengaruh Electronic Word Of Mouth Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Intervening (Studi Kasus Pada Tour And Travel Baba Alfatih). Metode penelitian yang digunakan adalah metode kuantitatif dengan menggunakan bantuan SPSS versi 25.00.yang dikumpulkan dari hasil penyebaran kuisioner kepada pelanggan Tour And Travel Baba Alfatih sebanyak 90 responden. Metode analisis yang digunakan dalam penelitian ini yaitu menggunakan uji instrumen yaitu uji validitas dan reliabilitas. Uji asumsi klasik yaitu uji normalitas , uji multikolonearitas, uji heteroskedasitas, analisis regresi linier berganda, analisis koefisien determinasi (R2), uji hipotesis yaitu uji T dan analisis jalur (Path analysis). Hasil dari SPSS dalam penelitian ini yaitu variabel electronic word of mouth bepengaruh terhadap kepuasan pelanggan, variabel electronic word of mouth tidak berpengaruh terhadap loyalitas pelanggan, Variabel kepuasan pelanggan berpengaruh terhadap loyalitas pelanggan, Variabel Kepuasan Costumer memediasi pengaruh Electronic Word Of Mouth terhadap loyalitas pelanggan. Kata Kunci: Electronic Word Of Mouth, Loyalitas Pelanggan, Kepuasan Pelanggan]]>
