The rising trend of showrooming where consumers research offline and buy online, sparked a debate among businesses. Some worried it negatively impacted traditional brick-and-mortar retail stores, while others viewed it as a strategic opportunity to facilitate cross-channel shopping. This study focused on the beauty industry, one of the most popular sectors in Indonesia. Specifically, the study sought to investigate the intention-behavior relationship and examined the impact of showrooming on fostering loyalty, particularly through repurchase intention and positive word-of-mouth. Researchers used a purposive sampling method by distributing questionnaires through social media and utilizing a research connecting platform. A total of 120 valid responses were gathered and analyzed using SmartPLS 4. The results showed that showrooming intention has a significant impact on showrooming behavior as well as showrooming behavior affects showrooming satisfaction. Additionally, the study confirmed the mediating role of showrooming satisfaction in generating positive word-of-mouth. Finally, the researchers identified that smart shopping perceptions mediate showrooming behavior, which led to repurchase intention.