<![CDATA[The rapid growth of e-commerce has increased the importance of brand image in shaping customer satisfaction when purchasing fashion products online. This study aimed to analyze the effect of brand image on customer satisfaction in purchasing fashion products through Shopee among students of the Economic Education Study Program, Faculty of Teacher Training and Education, Muhammadiyah University of Bengkulu. A quantitative survey approach was employed involving 46 respondents selected based on predetermined criteria. Data were collected using a Likert-scale questionnaire and analyzed through validity, reliability, normality, simple linear regression, and t-tests. The results indicated that the data were normally distributed (Asymp. Sig. = 0.186), with the regression equation Y = 25.533 + 0.270X. The t-test yielded a value of 3.288 with a significance level of 0.002 (0.05), confirming that brand image has a positive and significant effect on customer satisfaction. These findings indicate that a stronger brand image leads to higher customer satisfaction in purchasing fashion products through Shopee.ABSTRAKPerkembangan e-commerce mendorong pentingnya citra merek dalam membentuk kepuasan pelanggan pada pembelian produk fashion secara daring. Penelitian ini bertujuan menganalisis pengaruh citra merek terhadap kepuasan pelanggan dalam pembelian produk fashion melalui Shopee pada mahasiswa Pendidikan Ekonomi FKIP Universitas Muhammadiyah Bengkulu. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 46 responden yang dipilih sesuai kriteria penelitian. Data dikumpulkan melalui kuesioner skala Likert dan dianalisis menggunakan uji validitas, reliabilitas, normalitas, regresi linear sederhana, serta uji t. Hasil penelitian menunjukkan data berdistribusi normal (Asymp. Sig. = 0,186) dan persamaan regresi Y = 25,533 + 0,270X. Uji t menghasilkan nilai t = 3,288 dengan signifikansi 0,002 (0,05), sehingga citra merek berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Temuan ini menunjukkan bahwa semakin baik citra merek, semakin tinggi kepuasan pelanggan dalam pembelian produk fashion melalui Shopee.]]>
