<![CDATA[Tight competition in the digital era requires the insurance service industry to continuously maintain service quality and product quality to sustain the level of customer satisfaction. PT Asuransi Jiwa Central Asia Raya Jakarta Branch is one of the institutions facing these customer expectation challenges. This study aims to analyze the influence of service quality and product quality both partially and simultaneously on customer satisfaction. The research method used is quantitative associative with a sample of 100 respondents through purposive sampling technique. Data analysis used SPSS version 27, including validity, reliability, classical assumption, and multiple linear regression analysis. The results show that service quality partially has no significant effect on customer satisfaction with a t count value of 0.259 less than t table 1.985 and a significance value of 0.796 greater than 0.05. Meanwhile, product quality partially has a positive and significant effect on customer satisfaction with a t count value of 8.733 greater than t table 1.985 and a significance value of 0.000 less than 0.05. Simultaneously, service quality and product quality simultaneously have a significant effect on customer satisfaction with an F count value of 41.918 greater than F table 3.09 and a significance value of 0.000 less than 0.05. Based on the coefficient of determination (Adjusted R Square) of 0.453, both variabels are able to explain the variation in customer satisfaction by 45.3%, while the remaining 54.7% is influenced by other factors outside the research model. These findings imply that company management needs to prioritize product innovation and transparency to enhance customer satisfactionAbstract is written in English. 150–200 words. Brief background, objective, methods, key findings, and implications. No citation needed.]]>
