<![CDATA[Purpose – This study aims to examine the direct effects of brand experience and brand trust on customer satisfaction at My Klin laundry service, within an increasingly competitive service industry that emphasizes consumer experience and trust. Design/methodology/approach – This study employs a quantitative explanatory research design to analyze the causal relationships among brand experience, brand trust, and customer satisfaction. Data were collected from 75 respondents aged at least 17 years who had used My Klin laundry services at least twice within the last six months, using a purposive sampling technique. The research instruments were tested using validity, reliability, and classical assumption tests. Data were analyzed using multiple linear regression and coefficient of determination tests, while hypothesis testing was conducted using the t-test. All analyses were performed using IBM SPSS Statistics version 25. Findings – The results indicate that brand experience has a partial positive and significant effect on customer satisfaction, while brand trust also has a positive and significant effect on customer satisfaction. These findings suggest that both experiential and trust-based brand factors play an important role in shaping customer satisfaction in the laundry service industry. Originality/value – The originality of this study lies in its focus on the combined roles of brand experience and brand trust in influencing customer satisfaction within the laundry service sector, a context that has received limited academic attention. The findings provide new empirical insights that contribute to the broader literature on consumer satisfaction and service branding, particularly in small and service-based enterprises.]]>
