<![CDATA[This study examines the determinants of customer satisfaction in modern retail by analyzing the role of service quality and brand image. Increasing competition in the Indonesian retail sector requires companies to maintain customer satisfaction as a strategic asset for sustainability. This research aims to investigate the partial and simultaneous effects of service quality and brand image on customer satisfaction. A quantitative approach was employed using a survey method involving 100 customers of a modern retail outlet in Medan. Data were analyzed using multiple linear regression. The results indicate that service quality has a positive and significant effect on customer satisfaction. Brand image also demonstrates a significant positive influence. Simultaneously, both variables contribute substantially to explaining customer satisfaction. These findings confirm that both functional value (service quality) and symbolic value (brand image) are critical in shaping customer perceptions. The study contributes to retail marketing literature by integrating service quality and brand image perspectives in explaining customer satisfaction within the modern retail context.]]>
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