Pengaruh Brand Image, Keterkaitan Emosi, dan Kualitas Produk terhadap Kepuasan Konsumen Menggunakan Produk Lavojoy: Studi Kasus pada Masyarakat Dusun X Desa Marindal 1

Consumer satisfaction in the personal care market is influenced by consumers’ perceptions of brands, emotional relationships, and product performance. Lavojoy, as a local Indonesian personal care brand, faces challenges in strengthening its brand image, developing emotional attachment, and maintaining product quality among consumers in rural communities. This research examines the partial and simultaneous effects of Brand Image, Emotional Attachment, and Product Quality on Customer Satisfaction among Lavojoy users in Hamlet X, Marindal Village 1, Deli Serdang, North Sumatra. An explanatory quantitative approach was applied to 97 respondents selected from a population of 3,609 residents using the Slovin formula with a 10% margin of error. Data were collected through five-point Likert-scale questionnaires and analyzed using SPSS version 29 through validity and reliability testing, classical assumption testing, multiple linear regression, t-test, F-test, and coefficient of determination. The findings indicate that Brand Image, Emotional Attachment, and Product Quality each have a positive and significant effect on Customer Satisfaction. Simultaneously, the three independent variables significantly affect Customer Satisfaction, with an R² value of 0.585, indicating that 58.5% of satisfaction variation is explained by the model. The findings provide empirical evidence of the combined role of cognitive, affective, and functional factors in shaping consumer satisfaction within a localized rural personal care market and highlight the importance of strengthening brand credibility, emotional connection, and consistent product quality