<![CDATA[This study aims to explore the impact of brand image and product quality on customer satisfaction with Royco in Bekasi Regency. In the increasingly competitive seasoning industry, a deep understanding of the factors influencing customer satisfaction is crucial for a brand's success. This research employs a quantitative approach with statistical analysis methods to test hypotheses both partially and simultaneously. Data was collected through a survey involving 96 Royco customers in Bekasi Regency, using purposive sampling techniques based on criteria: female, residing in Bekasi Regency, at least 17 years old, and having used Royco products at least twice in the past month. Multiple regression analysis was used to identify the effects of brand image and product quality on customer satisfaction. The results indicate that both variables significantly impact customer satisfaction, with product quality having a greater contribution compared to brand image. These findings provide valuable insights for Royco’s management in formulating strategies to enhance customer satisfaction through strengthening brand image and improving product quality. The study also discusses practical implications and recommendations for more effective marketing strategies.]]>
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