The fast-food industry in Indonesia, especially noodle-based chains like Mie XYZ, has seen rapid growth, particularly in Jakarta. While Mie XYZ has gained popularity through its unique products and strong online presence, the brand faces challenges in maintaining
customer satisfaction, trust, and loyalty. Additionally, there is growing consumer demand for sustainable practices and social media engagement, making these factors crucial for business success. This study aims to address the research gap by examining how Mie XYZ's focus on product quality, social media presence, and environmental efforts influences customer satisfaction and repurchase intention. The quantitative research was conducted using SEM-PLS, with data collected from 155 respondents who are regular customers of Mie XYZ in Jakarta. The results showed that consistent product quality, positive social media reviews, and sustainable practices significantly impact customer satisfaction and trust, leading to higher repurchase intention. These findings suggest that Mie XYZ should prioritize improving its product, strengthening its social media engagement, and adopting more eco-friendly initiatives to enhance customer loyalty and maintain a competitive edge.