The rapid expansion of telemedicine has significantly transformed healthcare delivery, particularly in developing countries such as Indonesia. Despite its increasing adoption, user satisfaction remains inconsistent, indicating a gap between technology acceptance and service experience. This study aims to examine the role of Perceived Usefulness, Perceived Ease of Use, and Perceived Trustworthiness in shaping Service Quality and their subsequent impact on Brand Image and Customer Satisfaction. A quantitative approach was employed using data collected from 305 telemedicine users through an online questionnaire. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that all three antecedents significantly influence Service Quality, with Perceived Trustworthiness emerging as the most dominant factor. Furthermore, Service Quality significantly affects both Brand Image and Customer Satisfaction, while Brand Image also contributes to Customer Satisfaction. These results highlight the critical role of trust and service quality in enhancing user satisfaction and sustaining telemedicine adoption.

Keywords

Service Quality; Perceived Trustworthiness; Customer Satisfaction; Brand Image; Telemedicine