Pengaruh Etika Pemasaran Terhadap Loyalitas Pelanggan dengan Consumer Empowerment sebagai Mediasi pada Produk Skincare

This study aims to determine the effect of marketing ethics on customer loyalty with consumer empowerment as a mediator in skincare products. This study was conducted in 2025-2026 using primary data. The population of this study was Indonesian people who use skincare, with a sample of 206 respondents selected using a purposive sampling technique. The data analysis technique used was SMARTPLS4 to test the outer model, inner model, and MGA. The results showed that marketing ethics had a positive and significant effect on customer loyalty, both directly and through consumer empowerment as a mediator. Specifically, the effect of marketing ethics on customer loyalty with consumer empowerment as a mediator in the differences in the generation x, y and z groups as well as the differences in the skincare brand groups Skintific, Glad2Glow and Wardah did not show significant differences.