<![CDATA[This research involves 125 respondents to identify factors influencing customer satisfaction at Erha beauty clinic. The research findings indicate that both product quality and service quality have a significant impact on customer satisfaction. Product quality, encompassing dimensions such as Perceived Quality, product durability, reliability, product features, and aesthetics, plays a key role in enhancing customer satisfaction. Additionally, good service quality is identified as a crucial factor, with deficiencies in this area considered as customer dissatisfaction. However, brand image is not proven to have a significant impact on customer satisfaction. Furthermore, the study reveals that customer satisfaction positively contributes to customer loyalty, a crucial factor for the sustainable growth of Erha beauty clinic. These findings offer a comprehensive insight into the prioritized factors needed to enhance customer satisfaction and loyalty in the beauty industry. Keywords: Beauty Clinic, Brand Image, Customer Satisfaction, Product Quality, Service Quality]]>
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