<![CDATA[This study aims to examine the effect of product quality, electronic word of mouth (E-WOM), and brand image on customer loyalty, with customer satisfaction as a mediating variable among Viva Cosmetics skincare users in Semarang City. This study employed a quantitative approach involving 100 respondents as the research sample. Data were collected through questionnaires and analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4.0. The results indicate that product quality, E-WOM, and brand image do not have a significant direct effect on customer loyalty, with P-Values of 0.738, 0.265, and 0.160, respectively. In contrast, customer satisfaction has a positive and significant effect on customer loyalty, with a P-Value of 0.000. The mediation analysis shows that customer satisfaction does not mediate the effects of product quality and E-WOM on customer loyalty. However, brand image has a significant effect on customer loyalty through customer satisfaction, with a P-Value of 0.003. These findings indicate that customer satisfaction plays an important role in strengthening the loyalty of Viva Cosmetics users.]]>
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