Fenomena dalam penelitian ini adalah penjualan produk Facial Wash Wardah Lightening yang mengalami penurunan penjualan selama tiga tahun terakhir dari tahun 2021 – 2023 di beberapa toko swalayan seperti toko Terbit Toserba Kuningan, Fajar Babatan Kadugede dan Dhiva Cosmetics Kuningan. Maka dapat diartikan bahwa produk Facial Wash Wardah Lightening mengalami pertumbuhan yang negatif. Penelitian ini bertujuan untuk mengetahui atau menganalisis Pengaruh Digital Marketing, Electronic Word Of Mouth Dan Citra Merek Terhadap Kepuasan Pelanggan Pada Produk Facial Wash Wardah Lightening Di Kabupaten Kuningan. Sampel yang diambil sebanyak 100 orang pengguna produk Facial Wash Wardah Lightening di Kabupaten Kuningan. Instrument penelitian ini berupa penyebaran kuisioner (angket) secara online melalui google form. Teknik analisis data yang digunakan adalah software SPSS 22.0. Hasil hipotesis yang diajukan menujukkan bahwa (1) Digital Marketing, Electronic Word Of Mouth dan Citra Merek secara simultan berpengaruh positif terhadap Kepuasan Pelanggan. (2) Digital Marketing berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan. (3) Electronic Word Of Mouth tidak berpengaruh terhadap Kepuasan Pelanggan. (4) Citra Merek berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan.
Kata Kunci : Digital Marketing, Electronic Word Of Mouth, Citra Merek, Kepuasan Pelanggan

The phenomenon in this research was the sale of Wardah Lightening Facial Washproducts which had experienced a decline in sales over the last three years from2021 – 2023 in several supermarkets such as Terbit Toserba Kuningan, FajarBabatan Kadugede and Dhiva Cosmetics Kuningan. So it could be interpreted thatthe Wardah Lightening Facial Wash product experienced negative growth. Thisresearch aimed to determine or analyze the influence of digital marketing,electronic word of mouth and brand image on customer satisfaction with WardahLightening facial wash products in Kuningan Regency. Samples taken were 100users of Wardah Lightening Facial Wash products in Kuningan Regency. Thisresearch instrument was in the form of distributing questionnaires online via GoogleForm. The data analysis technique used issoftware SPSS 22.0. The results of theproposed hypothesis show that (1) Digital Marketing, Electronic Word of Mouthand Brand Image simultaneously had a positive effect on Customer Satisfaction. (2)Digital Marketing had a positive and significant effect on Customer Satisfaction.(3) Electronic Word of Mouth did not have effect on Customer Satisfaction. (4)Brand Image had a positive and significant effect on Customer Satisfaction.
Keywords: Digital Marketing, Electronic Word Of Mouth, Brand Image,Customer Satisfaction