<![CDATA[This study aims to determine the effect of price and service quality on customer satisfaction at Niaga Supermarket. The data source used is primary data in the form of a questionnaire. The type and research approach used is a quantitative approach. The sampling technique uses a purposive sampling method. The data analysis techniques used are instrument testing, classical assumption testing, and hypothesis testing. Based on the results of the t test, partially the price variable has no effect on customer satisfaction with a calculated t of 1.311 < t table, namely 1.993 and a significance value of 0.194 > 0.05. In service quality, only the reliability and guarantee variables have an influence on customer satisfaction because they have a calculated t value of more than t table and a significance value less than alpha, while the variables of responsiveness, empathy and physical evidence have no influence on customer satisfaction because the calculated t value less than t table and the significance value is greater than alpha. And the results of the F test show that the calculated f value is greater than the f table or 19.77 > 2.23 and a significance value of 0.000 < 0.05 so it can be concluded that the independent variables simultaneously have an influence on customer satisfaction]]>
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