<![CDATA[This study aims to analyze the effect of price and facilities on customer satisfaction at Kedai Sali Bandung Tulungagung. The research employed a quantitative approach with an associative design. Data were collected through questionnaires distributed to 67 customers selected using purposive sampling. The data were analyzed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method with SmartPLS 4 software. The results indicate that all indicators met the validity and reliability requirements. The R-Square value of 0.582 shows that price and facilities explain 58.2% of customer satisfaction, while the remaining 41.8% is influenced by other factors outside the scope of this study. Hypothesis testing revealed that price had a positive but insignificant effect on customer satisfaction (T-statistic = 1.445; P-value = 0.149). In contrast, facilities had a positive and significant effect on customer satisfaction (T-statistic = 4.361; P-value = 0.000). The study concludes that facilities play a more important role than price in enhancing customer satisfaction. Therefore, Kedai Sali management is encouraged to continuously improve the quality of its facilities to provide a better customer experience and increase customer satisfaction]]>
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