<![CDATA[The development of information technology and the internet has transformed consumer behavior, online shopping through e-commerce platforms such as Shopee. Wardah cosmetic products are products purchased through this platform. Amid competition, companies need to understand factors that strengthen consumer loyalty. This study aims to analyze the effects of social media promotion and product quality on consumer loyalty through consumer satisfaction as an intervening variable among Shopee users who purchase Wardah products in Wonosobo Regency. This study employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to consumers who had purchased Wardah products through Shopee. Data were analyzed using validity and reliability tests, regression analysis, t-tests, coefficient of determination (R²), and Sobel test. Results showed social media promotion had no significant effect on consumer satisfaction (0.275 > 0.05), while product quality had a significant effect (0.017 < 0.05). Social media promotion, product quality, and consumer satisfaction positively and significantly affected consumer loyalty (0.000 < 0.05). Consumer satisfaction mediated effects of social media promotion and product quality on consumer loyalty, with Sobel test probabilities of 0.0038 and 0.0049, respectively. Therefore, product quality and consumer satisfaction are important for maintaining continued loyalty toward Wardah products in this market.]]>
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