<![CDATA[This study aims to analyze the effect of product quality, brand image, and price on customer satisfaction at Wong Solo Restaurant Lhokseumawe. The study employed a quantitative approach using a survey method. The population consisted of all customers of Wong Solo Restaurant Lhokseumawe, with a sample of 96 respondents selected through purposive sampling. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of IBM SPSS version 27.0. The results indicate that product quality has a positive and significant effect on customer satisfaction, as evidenced by a t-value of 3.417 and a significance value of 0.001 < 0.05. Meanwhile, brand image does not have a significant effect on customer satisfaction, with a t-value of 1.397 and a significance value of 0.166 > 0.05. Price also does not have a significant effect on customer satisfaction, with a t-value of 1.500 and a significance value of 0.137 > 0.05. Simultaneously, product quality, brand image, and price significantly affect customer satisfaction, as indicated by an F-value of 27.562 and a significance value of 0.000 < 0.05. The coefficient of determination (R²) of 0.473 indicates that 47.3% of the variation in customer satisfaction can be explained by product quality, brand image, and price, while the remaining 52.7% is influenced by other variables outside the scope of this study. The findings reveal that product quality is the most dominant factor influencing customer satisfaction at Wong Solo Restaurant Lhokseumawe.]]>
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