<![CDATA[This study aims to examine the effect of consumer satisfaction and brand loyalty on increasing the market share of Karawo Enterprises in Gorontalo. Consumer satisfaction and brand loyalty are im-portant factors in maintaining business continuity and growth. This study uses a quantitative approach with a survey method of 570 Karawo customer respondents in Gorontalo. Data was collected us-ing a questionnaire designed to measure the level of customer satis-faction, brand loyalty, and other factors that could potentially affect market share. Data analysis was performed using multiple linear regression techniques. The results showed that consumer satisfaction has a significant effect on increasing market share. Meanwhile, brand loyalty has no significant effect on increasing market share.]]>
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