<![CDATA[The hospitality industry is increasingly competitive, requiring hotels to strengthen their market position through effective strategies such as rebranding, service quality improvement, and brand image development. Previous studies have often examined these factors separately, but limited research has integrated them into a comprehensive framework, particularly in the Indonesian hotel context. This study seeks to fill that gap by analyzing the influence of rebranding and service quality on customer satisfaction, with brand image serving as a mediating variable. The research was conducted at Harris Hotel Pontianak, which implemented a rebranding strategy in response to declining performance in 2020. Employing a quantitative method, data were collected through questionnaires distributed to 130 hotel guests selected using accidental sampling. The data were analyzed using Structural Equation Modeling (SEM) with AMOS 26, supported by validity, reliability, and model fit testing. The analysis stages included Confirmatory Factor Analysis (CFA), hypothesis testing, and bootstrapping to verify mediation effects. The findings reveal that rebranding and service quality significantly enhance brand image, which in turn fully mediates their impact on customer satisfaction. This result highlights that customer satisfaction is achieved not solely through service improvements or brand renewal, but primarily through the establishment of a strong and positive brand image. The novelty of this study lies in integrating rebranding, service quality, and brand image into a single model within the Indonesian hospitality sector. Practical recommendations suggest that hotel managers prioritize service consistency and brand communication alongside rebranding initiatives.]]>
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