<![CDATA[The growth of Indonesia’s food and beverage industry, particularly coffee shops and eateries, has intensified competition and increased the importance of understanding the factors that shape customer satisfaction. This study aims to examine the effects of product quality, price perception, and social media marketing on customer satisfaction at Seruni Kitchen Coffee & Eatery in Semarang Regency. A quantitative explanatory design was employed using purposive sampling. Data were collected from 100 customers aged at least 17 years who had made at least one purchase through questionnaires measured on a five-point Likert scale. The data were analyzed using SPSS 26 through validity, reliability, classical assumption, multiple linear regression, t-test, F-test, and coefficient of determination analyses. The results show that product quality, price perception, and social media marketing each have positive and significant effects on customer satisfaction, with coefficients of 0.421, 0.486, and 0.288, respectively. Price perception emerged as the most dominant predictor. Simultaneously, the three variables significantly affected customer satisfaction (F = 50.283; p < 0.001), explaining 59.9% of its variation. The findings indicate that customer satisfaction is strengthened through consistent product quality, appropriate pricing, and social media engagement. Therefore, integrated management of these factors is essential for improving satisfaction and sustaining competitiveness.]]>
