<![CDATA[This study aims to analyze the effect of service quality and price on customer satisfaction at Cafe Teman Cerita. The research employed a quantitative method with an associative approach. The population consisted of all customers who had made purchases at Cafe Teman Cerita, while the sample included 96 respondents selected using purposive sampling. Data were collected through questionnaires and analyzed using multiple linear regression with SPSS software. The results indicate that service quality has a positive and significant effect on customer satisfaction, with a t-value of 2.401 and a significance value of 0.018 < 0.05. Meanwhile, price does not have a significant effect on customer satisfaction, with a t-value of -1.568 and a significance value of 0.120 > 0.05. Simultaneously, service quality and price significantly affect customer satisfaction, as indicated by an F-value of 3.359 and a significance value of 0.039 < 0.05. The study concludes that improving service quality is the main factor in enhancing customer satisfaction at Cafe Teman Cerita.]]>
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