The Bulldogs (11-11, 5-3 Big South) were outshot 50 percent to 48 percent from the field and 53.3 percent to 47.6 percent from distance, but made 9 of 12 free throws to the Lancers' 4 of 9. Jaron Lane scored 12 for the Bulldogs and Hughes 10.
The Lancers (7-16, 2-6) led 21-20 on a jumper by Tristan Carey, but Hughes put UNC Asheville up 26-25 with a free throw and the Bulldogs led 33-29 at halftime.
Carey hit six consecutive treys for a 51-46 Longwood lead in the second, but Rowsey's 3 put the Bulldogs up by two. Karl Zeigler's layup made it 66-65 UNC Asheville at 1:16, but Damarion Geter fouled Hughes, who made the game-winning free throws.
Carey had 33 for Longwood and Lucas Woodhouse 12.