<![CDATA[In an increasingly competitive service market, understanding the determinants of consumer satisfaction is essential for business sustainability, especially in the beauty services sector. This study examines the impact of service quality and pricing on customer satisfaction and identifies the most significant factors at Shelly Salon MMTC. This study utilizes a quantitative methodology, including a population of 220 clients and a sample of 142 respondents selected via simple random sampling. Data were gathered by questionnaires, observations, interviews, and documentation, and analyzed employing multiple linear regression with t-tests, F-tests, and the coefficient of determination (R²). The findings demonstrate that service quality and pricing exert a positive and substantial influence on customer satisfaction (sig < 0.05). Service quality (t = 3.951) and pricing (t = 3.572) are somewhat significant influences, demonstrating notable results concurrently (F = 13.702). Service quality is the paramount variable. The Adjusted R² value of 0.153 signifies that 15.3% of customer satisfaction is elucidated by these two variables. These findings highlight the need to enhance service quality and adopt appropriate pricing strategies to increase customer satisfaction and loyalty.]]>
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