The Mediating Role of eWOM and Customer Experience in the Relationship between Perceived Satisfaction and Customer Loyalty Toward Local Beauty Products

Background: The growing intensity of competition within the local beauty industry underscores the need to understand the factors that influence customer loyalty. Objective: This study seeks to examine the effect of Perceived Satisfaction on Customer Loyalty and to evaluate the mediating role of eWOM and Customer Experience within this relationship. Methods: Data were obtained from 451 respondents who use local beauty products by means of an online survey and were analyzed with the SEM-PLS method. Results: The findings show that Perceived Satisfaction positively affects Customer Loyalty, eWOM, and Customer Experience. Nevertheless, eWOM and Customer Experience neither significantly affect loyalty nor mediate the relationship between satisfaction and loyalty. These results emphasize that Perceived Satisfaction continues to be the principal factor in fostering loyalty, whereas the effectiveness of digital channels and user experience hinges on trust and emotional engagement. Conclusion: This study offers practical guidance for local beauty industry participants to concentrate on enhancing Perceived Satisfaction and on establishing authentic, trustworthy communication in the digital sphere.