The skincare industry is undergoing a swift transformation, driven by advancements in active ingredients and technology, resulting in fierce competition as new brands emerge. In today’s digital environment, product quality and Electronic Word of Mouth (e- WOM) play crucial roles in fostering customer loyalty. This study attempts to investigate how these two elements impact customer loyalty toward skincare products offered at Sociolla Cirebon. Using a quantitative method with an associative approach, this study collected data from 150 participants selected through purposive sampling. Data were gathered via a structured questionnaire focusing on three main aspects: product quality, e-WOM, and customer loyalty. Various statistical analyses were conducted, including validity and reliability tests, multicollinearity and heteroscedasticity assessments, multiple linear regression analysis, T- test, F-test, and evaluation coefficient of determination (R2). With an R2 value of 0.943, the results show e-WOM and product quality significantly and favorably affect customer loyalty. This indicates that these two variables account for 94.3% of the variation in customer loyalty, with other factors accounting for the remaining 5.7%. In order to increase customer loyalty in a cutthroat market, these findings highlight the significance of combining excellent product quality with a skillfully managed e-WOM strategy. To maintain and increase customer retention, businesses should strategically use e-WOM and continuously improve the quality of their products.
Keywords: Product Quality, E-Word of Mouth, Customer Loyalty, Sociolla