<![CDATA[This study aims to determine the effect of service quality and product variety on customer satisfaction at Ulfakue Medan. The research method used is a quantitative method with an associative approach. The sampling technique applied was non-probability sampling using purposive sampling. The population in this study consisted of all customers who had purchased products from Ulfakue Medan, with a total sample of 97 respondents. Data were analyzed using descriptive statistical analysis and multiple linear regression analysis with the assistance of SPSS software. The research findings are as follows: (1) Based on the partial test (t-test), the service quality variable (X1) obtained a t-value of 5.226, which is greater than the t-table value of 1.661, with a significance value of < 0.05. Thus, H1 is accepted, indicating that service quality has a positive and significant effect on customer satisfaction at Ulfakue Medan. The product variety variable (X2) obtained a t-value of 3.764, which is greater than the t-table value of 1.661, with a significance value of < 0.05. Therefore, H2 is accepted, indicating that product variety has a positive and significant effect on customer satisfaction. (2) Based on the simultaneous test (F-test), the F-value obtained was 86.147, which is greater than the F-table value of 3.09, with a significance value of < 0.05. This indicates that service quality and product variety simultaneously have a positive and significant effect on customer satisfaction at Ulfakue Medan. (3) Based on the coefficient of determination (R²) test, the Adjusted R Square value was 0.639, indicating that 63.9% of the variation in customer satisfaction can be explained by service quality and product variety, while the remaining 36.1% is explained by other factors not examined in this study.]]>
