<![CDATA[This study aims to analyze the influence of service quality and brand image on customer satisfaction at PT. Grab Teknologi Indonesia, especially Grabbike service users. The background of this study is based on the increasing public demand for fast, safe, and reliable application-based transportation services. In an increasingly competitive era, digital transportation service providers such as Grab are required to continuously improve service quality and strengthen brand image to maintain customer loyalty and attract new users. This study uses a quantitative method with an associative descriptive approach. Primary data was obtained by distributing questionnaires to 97 active Grabbike customers, selected using a purposive sampling technique. The research instrument was first tested using validity and reliability tests to ensure that each question item was able to measure the intended variable consistently and accurately. Data analysis was carried out through classical assumption tests (normality, multicollinearity, and heteroscedasticity), multiple linear regression tests, and hypothesis tests (t-test and F-test) with the help of SPSS version 20 software. The results of the study indicate that service quality and brand image simultaneously have a positive and significant effect on customer satisfaction, with a coefficient of determination (R Square) of 0.565 or 56.5%. This indicates that more than half of the variation in customer satisfaction can be explained by these two variables. Partially, service quality and brand image also significantly influence customer satisfaction. Service quality encompasses driver reliability, friendliness, safety, and app usability. Meanwhile, brand image is related to consumers' positive perceptions of a company's reputation, brand value, and previous experiences. These findings confirm that efforts to improve service quality and strengthen brand image are important strategies for creating a satisfying customer experience, building loyalty, and enhancing a company's competitive advantage in Indonesia's digital transportation market.]]>
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