PENGARUH HARGA DAN ELECTRONIC WORD OF MOUTH TERHADAP LOYALITAS MELALUI KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL MEDIASI PADA PELANGGAN MARINA HAND & BODY LOTION DI GENERASI Z

This study aims to analyze the influence of price and Electronic Word of Mouth (EWOM) on customer loyalty through purchase decisions as a mediating variable, focusing on Marina Hand & Body Lotion users among Generation Z. A quantitative approach was employed involving 160 respondents in Malang City who have purchased and used Marina Hand & Body Lotion. Data analysis was conducted using Structural Equation Modeling with the Partial Least Squares (SEM-PLS) approach via SmartPLS software. The results reveal that both price and EWOM have a significant positive effect on purchase decisions. Furthermore, purchase decisions significantly and positively influence customer loyalty. Purchase decisions are also proven to significantly mediate the influence of price and EWOM on customer loyalty. The mediating effect of purchase decisions on the relationship between EWOM and loyalty is stronger compared to the effect between price and loyalty.