Abstract: The purpose of this study is to explore the relationship between direct selling members on customer experience, purchase intention, customer satisfaction and customer loyalty through the members of a direct selling company of beauty care products in the United States. The results of the study found that purchase intention has a significant positive impact on satisfaction and loyalty, satisfaction has a mediating effect on purchase intention and loyalty, and customer experience has an moderating effect on purchase intention and loyalty.

Keywords: Beauty Care Product, Customer Experience, Purchase Intention, Customer Satisfaction, Customer Loyalty