<![CDATA[This study aims to determine the level of customer satisfaction with mortar cement products offered by PT Alam Gemilang Ghaizi. This study uses a qualitative approach with a population of 7 building stores that are partners or customers of PT Alam Gemilang Ghaizi. The entire population was sampled, so the number of respondents in this study was 7 people. The data sources used consisted of primary and secondary data. Primary data was obtained through surveys, interviews, and questionnaires, while secondary data was obtained through literature studies and documentation. The data collection technique was carried out by direct interview method with building store owners. Furthermore, the data obtained was analyzed using the SWOT analysis method to identify strengths, weaknesses, opportunities, and threats in an effort to increase customer satisfaction. The results of the study showed that there were seven main indicators that influenced customer satisfaction, namely product, price, promotion, location, service, facilities, and atmosphere. In general, customers were satisfied with the quality of the product, affordable prices, and adequate facilities. However, several shortcomings were still found, especially in the aspects of promotion, service, location, and atmosphere of the company environment. Customers said that promotional information was not conveyed well, service was not optimal, the location was difficult to reach, and the room atmosphere was boring.]]>
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