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The purpose this  research goals, test and analyze the effect of brand image on customer satisfaction in the telecommunications industry in South Sulawesi This research is a quantitative research with survey method is explanatif (explanatory research) or research testing hypothesis.. Finally, this study empirically proved that the brand image direct and significant impact on customer satisfaction. However, the brand image is not significant and direct effect on customer loyalty. This shows the importance of brand image in enhancing customer satisfaction.