<![CDATA[One area that becomes a business center in the city of Semarang is Simpang Lima. Business activities are quite high in the region resulted in many emerging informal sector. For that purpose the study was to determine the effect of location, price and service to customer satisfaction. The study was conducted in Semarang Simpang Lima Region with a sample of 100 consumers who visit and eat in Simpang Lima area for at least five (5) times in three (3) months. The results showed that the location, price and service affects customer satisfaction. Choosing the right location will enable customers to get the products sold. The appropriate price according to market prices make consumers want to buy the products offered. Likewise with the service, the more responsive the merchant in serving consumers will lead to consumers feel happy and satisfied. The variables that have the greatest influence is variable service. Advice given is the availability of parking space, considering when the weekend there is accumulation of the vehicle up to the road shoulder which causes congestion. Furthermore to improving service delivery problems, The City Goverment especially Dinas Pasar should to provide training to PKL related with satisfactory services for consumers.]]>
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