<![CDATA[Customer satisfaction is a critical concern in the multifinance industry because financing relationships depend on both service performance and customer trust throughout continuing financial interactions. This study examined the partial and simultaneous effects of service quality and customer trust on customer satisfaction at PT Adira Dinamika Multi Finance Tbk, Sarolangun Branch. A quantitative survey design was employed involving 100 customers. Data were collected using a Likert-scale questionnaire and analyzed through multiple linear regression using SPSS 27. The findings demonstrate that service quality had a positive and significant effect on customer satisfaction (B = 0.419, p < 0.001), while customer trust also had a positive and significant effect (B = 0.196, p = 0.048). Simultaneously, both variables significantly influenced customer satisfaction (F = 47.850, p < 0.001) and explained 49.7% of its variance (R² = 0.497). These results indicate that service quality and customer trust constitute complementary determinants of customer satisfaction in multifinance services. The study provides empirical evidence from a regional multifinance branch and underscores the need to combine responsive, reliable, and transparent service with deliberate trust-building measures. Trustworthiness, honesty, and fairness should therefore serve as ethical foundations for maintaining customer satisfaction and sustaining constructive financing relationships.]]>
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