<![CDATA[The purpose of this study was to determine the effect of service quality, product quality and pricing on customer satisfaction at Rotte Bakery Bukit Barisan Pekanbaru. This research is a quantitative study with a sample of 160 respondents. This data source is obtained from secondary data and primary data. The study used a questionnaire as a data collection technique using the accidental sampling method, which is a sampling technique based on chance. The analysis methods used in this study are validity test, reliability test, heteroscedasticity classical assumption test, multiple linear analysis, t test, F test and coefficient of determination (R2) analysis. The results of this study are Service Quality (X1) has a significant effect on Customer Satisfaction (Y), Product Quality (X2) has a significant effect on Customer Satisfaction (Y), Pricing (X3) has a significant effect on Customer Satisfaction (Y), and Service Quality, Product Quality and Pricing have a significant effect on Customer Satisfaction. Keywords: Service Quality, Product Quality, Pricing, Consumer Satisfaction]]>
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