<![CDATA[Abstrak This study aims to analyze the effect of promotion and service quality on customer satisfaction at Xiaomi Store Kudus, both partially and simultaneously. This study employed a quantitative approach using a survey method by distributing questionnaires to 101 respondents selected through purposive sampling. The data were analyzed using multiple linear regression, as well as t-test and F-test to examine the partial and simultaneous effects of the variables. The results showed that promotion had no significant effect on customer satisfaction, with a calculated t-value of 0.768 and a significance value of 0.444. In contrast, service quality had a positive and significant effect on customer satisfaction, with a calculated t-value of 18.782 and a significance value of 0.000. Simultaneously, promotion and service quality had a significant effect on customer satisfaction, with a calculated F-value of 364.514 and a significance value of 0.000. These findings indicate that service quality is a more important aspect in improving customer satisfaction at Xiaomi Store Kudus. Therefore, the company needs to maintain and improve service quality, particularly in terms of speed, friendliness, accuracy of information, and convenience, while also evaluating its promotional strategies to better align with customer needs.]]>
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