<![CDATA[Intense competition in the smartphone market makes customer satisfaction a decisive factor for brand survival, yet evidence on which marketing factors drive satisfaction with a specific brand in a regional market remains inconsistent. This study aims to examine the effects of product quality, price perception, and promotion on customer satisfaction among users of Vivo smartphones in Yogyakarta City. A quantitative survey was carried out with a five-point Likert questionnaire distributed to 110 respondents selected through accidental sampling. The instrument was tested for validity and reliability, and the data were analyzed with multiple linear regression after the classical assumption tests were satisfied. The results show that product quality has a positive and significant effect on customer satisfaction, whereas price perception and promotion have no significant effect at the five percent level. Together, the three variables explain 48.3 percent of the variation in customer satisfaction after adjustment, and product quality is by far the dominant predictor. The study contributes brand-specific empirical evidence from a regional smartphone market that qualifies earlier findings of significant price and promotion effects in other product categories. For managers, the findings imply that maintaining and improving product quality should be the first priority for sustaining satisfaction, while pricing and promotional activities should be complemented by other satisfaction drivers.]]>
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