<![CDATA[The food and beverage industry particularly the fried chicken segment has experienced rapid growth driven by business partnership models, such as Sabana Fried Chicken, managed by PT Sarana Berkah Niaga. However, rapid network expansion has made it challenging to maintain a consistent brand image and service quality across all branches. This study aims to determine the impact of brand image and service quality on customer satisfaction levels at Sabana Fried Chicken outlets in Tangerang City. A quantitative approach was employed, involving 96 respondents selected through non-probability sampling methods specifically accidental and purposive sampling. Data collected via questionnaires were analyzed using multiple linear regression with SPSS 21 software. The analysis included validity and reliability tests, classical assumption tests, t-tests, F-tests, and an assessment of the coefficient of determination. The results indicate that brand image has a positive and significant effect on customer satisfaction. Service quality also exerts a positive and significant influence. Furthermore, both variables simultaneously have a significant impact on customer satisfaction levels. The study recommends enhancing the standardization of branding and service procedures across all Sabana Fried Chicken outlets.]]>
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