<![CDATA[This study aims to examine the influence of store location and product quality on customer satisfaction. The research method used is a quantitative approach with multiple linear regression analysis. Data were collected through questionnaires and analyzed using statistical software to determine the effect of the independent variables, store location (X1) and product quality (X2), on the dependent variable, customer satisfaction (Y). The ANOVA analysis results indicate that the regression model is significant with an F value of 17.360 and a significance level of less than 0.001, demonstrating a simultaneous effect of the two independent variables on customer satisfaction. Based on the coefficient analysis, product quality (X2) has a significant effect on customer satisfaction with a beta value of 0.658 and a significance level of less than 0.001. However, store location (X1) does not show a significant effect, with a beta value of 0.110 and a significance level of 0.426. In conclusion, product quality plays a crucial role in increasing customer satisfaction, while store location does not have a significant impact in this study.]]>
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