Intensifying competition in Indonesia’s local skincare industry has made customer loyalty increasingly important for sustaining market performance. However, product quality alone may not fully explain why customers continue purchasing a skincare product, as repeat purchasing may also depend on whether product performance meets prior expectations and generates satisfaction. Although previous research has extensively examined the relationships between product quality, customer satisfaction, and customer loyalty, further empirical investigation is needed to clarify how customer satisfaction mediates the relationship between perceived product quality and loyalty in the local skincare context. Drawing on Expectation Confirmation Theory (ECT), this study examines the direct relationship between product quality and customer loyalty and the mediating role of customer satisfaction among users of N’Pure Centella Asiatica Toner. A quantitative survey was conducted involving 100 customers who had made repeat purchases through Shopee, and the data were analyzed using path analysis. The findings indicate that product quality is positively associated with customer satisfaction and customer loyalty, while customer satisfaction is positively associated with loyalty and mediates the relationship between product quality and loyalty. These findings highlight customer satisfaction as a potential mechanism through which perceived product quality translates into loyalty. The study extends the application of ECT to local skincare consumption and underscores the importance of aligning product performance with customer expectations to support sustained customer relationships.
Syarif Hidayatullah State Islamic University Jakarta
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