<![CDATA[This study aims to determine the effect of product price and service quality on customer satisfaction at Zam-Zam Pharmacy in Bireuen Regency. The independent variables are product price (X1) and service quality (X2), while customer satisfaction (Y) is the dependent variable. This research uses a quantitative method with an associative approach. The population consists of consumers who purchased Akilen products at Zam-Zam Bireuen Pharmacy, with a sample of 92 respondents selected using accidental sampling. Data were collected through questionnaires and analyzed using validity, reliability, classical assumption, multiple linear regression, t-test, F-test, and coefficient of determination (R²) with SPSS.The results indicate that product price has a positive and significant partial effect on customer satisfaction, as shown by a t-count greater than the t-table value of 1.987 and a significance value below 0.05. Service quality also has a positive and significant effect on customer satisfaction. Simultaneously, product price and service quality significantly affect customer satisfaction, with an F-count greater than the F-table value of 3.10 and a significance value of 0.000 < 0.05. The coefficient of determination (R²) of 0.762 indicates that 76.2% of customer satisfaction is explained by product price and service quality, while 23.8% is influenced by other factors. Therefore, product price and service quality play an important role in increasing customer satisfaction at Zam-Zam Pharmacy.]]>
