<![CDATA[This study aims to analyze the influence of price perception and advertising on customer loyalty, with customer satisfaction as a mediating variable, on Wardah lipstick products in the Cihampelas area, West Bandung Regency. The background of this study is the decline in customer loyalty, which is suspected to be caused by price perceptions that are considered inconsistent with quality, as well as the declining effectiveness of advertising amid competition from local and international brands. This study employs a quantitative approach using a survey method with 120 respondents who are users of Wardah lipstick. The analytical techniques used include multiple regression analysis to test the direct effects and the Sobel test to determine the mediating effect. The results indicate that price perception and advertising have a positive and significant impact on customer satisfaction. Customer satisfaction also have a positive and significantl influences loyalty and mediates the relationship between price perception and advertising on loyalty. These findings emphasize the importance of maintaining customer satisfaction in building sustainable loyalty. Keywords: Price Perception, Advertising, Customer Satisfaction, Customer Loyalty, Wardah]]>
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