This study aims to determine the effect of product differentiation and Xiaomi smartphone brand image on the success of the company which is moderated by consumer satisfaction in the city of North Jakarta. The population in this study is the Xiaomi smartphone brand users in the city of North Jakarta, with the sampling method is probability sampling. Samples obtained by 100 respondents. The data obtained were analyzed using structural equation model (SEM) analysis techniques with PLS (Partial Least Square) statistical test through SmartPLS software. Data collected with a questionnaire that has be en tested for validity and reliability. The results showed significant results between product differentiation (X1) of Xiaomi Smartphones on consumer satisfaction (Y) in the city of North Jakarta, because the results of the T-statistics on Path Coefficients were 6,320 and a P- Value of 0,000. Tstatistic value> 1.96 and P-value <0.05. And it also shows significant results between the brand image (X2) of Xiaomi smartphones onconsumer satisfaction (Y) in the city of North Jakarta, because the results of the T- Statistic on the path coefficients are 7,116 and a PValue of 0,000. T-statistic value> 1.96 and P-value <0.05. It can be concluded that the brand image variable is the dominant variable in influencing consumer satisfaction in North Jakarta.