<![CDATA[This study examines the effects of Social Media Marketing and Service Quality on Customer Satisfaction at Karya Juragan Medali in Tasikmalaya. A quantitative descriptive-verificative approach was employed involving 91 respondents selected through purposive sampling from a population of 1,710 customers. Data were collected using a five-point Likert-scale questionnaire and analyzed with multiple linear regression using IBM SPSS Version 27. The results show that Social Media Marketing has a positive and significant effect on Customer Satisfaction, with a coefficient of 0.263, t-value of 3.458, and significance of 0.001. Service Quality also has a positive and significant effect, with a coefficient of 0.379, t-value of 5.251, and p-value below 0.001, indicating a stronger relative contribution. Simultaneously, both variables significantly affect Customer Satisfaction, as indicated by an F-value of 30.292 and p-value below 0.001. The model explains 40.8% of the variation in Customer Satisfaction, while 59.2% is explained by other factors. These findings emphasize the importance of integrating consistent social media marketing with responsive, reliable, and customer-oriented service to improve customer satisfaction, especially for customized product businesses operating across digital and offline channels. ]]>
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