<![CDATA[Competition in Indonesia's coffee shop industry is growing increasingly intense, pushing business players to understand the factors that drive customer satisfaction. This study aims to examine the influence of price, service quality, and product innovation on customer satisfaction at Tomoro Coffee in Bekasi City, both partially and simultaneously. The research employed a quantitative approach with a non-probability sampling technique. Data were collected through questionnaires distributed to 100 respondents and analyzed using multiple linear regression with the aid of SPSS version 27. The results show that price has a positive and significant influence on customer satisfaction (t = 5.136; sig. < 0.05). Service quality has no significant influence on customer satisfaction (t = 0.865; sig. = 0.389). Product innovation has a positive and significant influence on customer satisfaction (t = 7.583; sig. < 0.05) and is the most dominant variable in the model. Simultaneously, the three independent variables significantly influence customer satisfaction (F = 265.523; sig. = 0.000). The coefficient of determination shows an R Square value of 0.892, meaning price, service quality, and product innovation together explain 89.2% of the variation in customer satisfaction, while the remaining 10.8% is explained by other variables outside this study.]]>
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