<![CDATA[This study aims to analyze the effect of price and service quality on customer satisfaction at Aureola Beauty Store in Sukoharjo. The research employed a quantitative approach using a causal associative method. The population consisted of Generation Z customers who had made purchases at Aureola Beauty Store. The sampling technique used was purposive sampling, with a total sample of 100 respondents. Data were collected through questionnaires using a 4-point Likert scale. Data analysis was conducted using SPSS version 27, including validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, ttest, F-test, and coefficient of determination (R²).The results indicate that price has a positive and significant effect on customer satisfaction, with a t-value of 3.045 and a significance value of 0.003 < 0.05. Service quality also has a positive and significant effect on customer satisfaction, with a t-value of 7.218 and a significance value of 0.000 < 0.05. Simultaneously, price and service quality have a positive and significant effect on customer satisfaction, as evidenced by an F-value of 57.931 and a significance value of 0.000 < 0.05. The coefficient of determination (R²) of 0.544 indicates that 54.4% of customer satisfaction can be explained by the variables of price and service quality, while the remaining 45.6% is influenced by other factors not examined in this study.]]>
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