<![CDATA[This study aims to analyze the effect of service quality and brand image on customer satisfaction of Telkomsel customers in Ternate City. This study is motivated by the tight competition in the telecommunications industry that requires companies to improve service quality and build a strong brand image in order to maintain and improve customer satisfaction. The research method used is a quantitative approach with data collection techniques through questionnaires. The sample in this study amounted to 100 respondents who are Telkomsel service users in Ternate. Data analysis was carried out using multiple linear regression. The results of the study indicate that service quality has a positive and significant effect on customer satisfaction, as well as brand image also has a positive and significant effect on customer satisfaction. These findings emphasize the importance of improving service quality and strengthening brand image in order to increase customer loyalty and satisfaction.]]>
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