_____________________________________________________________________________________________________ *Corresponding author: Email: umiyicalsum.mks@gmail.com; Asian J. Educ. Soc. Stud., vol. 48, no. 2, pp. 114-122, 2023 Asian Journal of Education and Social Studies Volume 48, Issue 2, Page 114-122, 2023; Article no.AJESS.104144 ISSN: 2581-6268 Among Marketing Mix and Customer Satisfaction: Does Brand Image have Intervening Effect? Umiyi Calsum a* , Nurdin Brasit a and Muh. Yunus Amar a a Department of Management, Universitas Hasanuddin, Makassar, Indonesia. Authors’ contributions This work was carried out in collaboration among all authors. All authors read and approved the final manuscript. Article Information DOI: 10.9734/AJESS/2023/v48i21056 Open Peer Review History: This journal follows the Advanced Open Peer Review policy. Identity of the Reviewers, Editor(s) and additional Reviewers, peer review comments, different versions of the manuscript, comments of the editors, etc are available here: https://www.sdiarticle5.com/review-history/104144 Received: 01/06/2023 Accepted: 05/08/2023 Published: 14/08/2023 ABSTRACT The efforts of the firm in anticipating the increasing trend of fierce competition recently is to apply proper marketing strategies, and one of such strategies is so called marketing mix strategy. As a result of proper marketing mix strategy implementation, once customer satisfaction greatly influences purchasing decisions, it will create the opportunities for customers to make subsequent purchases. Through a literature study, this study finds that there are many studies explain the role of marketing mix on customer satisfaction. Nevertheless, this study finds that there are lesser prior studies explain the mediating role of brand image on the relationship of marketing mix and customer satisfaction. Additionally, for the novelty of this study, many studies have been conducted in explaining the role marketing mix on customer satisfaction, however, such studies only focus on the Western countries, and lack of prior studies have been highlighted on the Asian region, especially within the developing countries. This study then intends to conduct an investigation that mainly focuses on the mediating role of brand image on the relationship between distribution, price, and promotion, and customer satisfaction. As a research novelty and theoretical contribution of this study, interestingly, this study finds that brand image becomes one of critical factor in influencing Original Research Article