<![CDATA[Ultra Milk UHT is one of the most widely consumed ultra-high-temperature milk products in Indonesia, making good product quality and brand image important factors in creating consumer satisfaction, particularly in the Cengkareng area of West Jakarta. This study aims to determine the influence of product quality and brand image on consumer satisfaction of Ultra Milk UHT, both partially and simultaneously. This study employs a causal-associative quantitative approach with data collected through a five-point Likert-scale questionnaire. The sample consisted of 150 respondents determined through non-probability purposive sampling. Data were analyzed using SPSS version 21 through validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-test, F-test, and the coefficient of determination test. The results show that product quality has a positive and significant partial effect on consumer satisfaction (t-count 14.471 > t-table 1.976; Sig. 0.000 < 0.05), while brand image has no significant partial effect on consumer satisfaction (t-count 1.027 < t-table 1.976; Sig. 0.306 > 0.05). Simultaneously, product quality and brand image have a positive and significant effect on consumer satisfaction (F-count 107.193 > F-table 3.06; Sig. 0.000 < 0.05), with an Adjusted R Square of 0.588, indicating that the two independent variables explain 58.8% of the variation in consumer satisfaction, while the remaining 41.2% is explained by other variables outside this research model, such as price, promotion, and service quality. These findings indicate that Ultra Milk UHT consumers in Cengkareng place greater weight on tangible product attributes than on brand image when determining their level of satisfaction.]]>
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