<![CDATA[This study aims to analyze the effect of brand image and product quality on customer satisfaction at Starbucks Coffee Manado. The approach in this study, using research with a quantitative approach and a research model using multiple linear regression analysis. Data was collected through questionnaires and literature. The sampling technique uses purposive sampling technique, which in the implementation of this technique uses a type of non probability sampling. Respondents in this study were 92 respondents. The results showed that, 1) Simultaneously, brand image and product quality have a significant effect on customer satisfaction at Starbucks Coffee Manado. 2) Brand Image has a positive and significant effect on customer satisfaction at Starbucks Coffee Manado. 3) Product Quality has a positive and significant effect on customer satisfaction at Starbucks Coffee Manado. Keywords: Brand Image, Product Quality, Customer Satisfaction]]>
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