<![CDATA[This study aims to examine the effect of BPOM labeling on consumer loyalty through consumer trust among Pink Flash cosmetic product consumers in Mataram City. This research employed a quantitative approach with an explanatory research design. The population consisted of Pink Flash consumers in Mataram City whose population size was unknown. A total of 100 respondents were selected using a purposive sampling technique based on predetermined criteria. Data were collected through questionnaires using a five-point Likert scale and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results show that BPOM labeling has a positive and significant effect on consumer loyalty, with a path coefficient of 0.800, a T-statistic of 7.840, and a P-value of 0.000. BPOM labeling also has a positive and significant effect on consumer trust, with a path coefficient of 0.889, a T-statistic of 17.678, and a P-value of 0.000. Meanwhile, consumer trust has a positive but not significant effect on consumer loyalty, with a path coefficient of 0.147, a T-statistic of 1.412, and a P-value of 0.079. Furthermore, consumer trust does not significantly mediate the relationship between BPOM labeling and consumer loyalty, as indicated by an indirect effect coefficient of 0.131, a T-statistic of 1.338, and a P-value of 0.090. These findings indicate that BPOM labeling contributes more directly to consumer loyalty than through consumer trust as a mediating variable.]]>
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