<![CDATA[This study aims to examine the contribution of service quality, competence, employee performance, and work discipline to consumer satisfaction. The research employed a quantitative approach involving 400 respondents selected through purposive and accidental sampling techniques. The data were tested using validity and reliability tests, as well as classical assumption tests, including linearity, normality, multicollinearity, heteroscedasticity, and autocorrelation tests. Data analysis was conducted using multiple linear regression, including the F-test, t-test, and coefficient of determination (R²). The results indicate that all four independent variables contribute significantly to consumer satisfaction. The coefficient of determination (R²) of 0.845 indicates that 84.5% of the variation in consumer satisfaction can be explained by the research model. These findings highlight the importance of effective human resource management and continuous improvement in service quality to maintain consumer satisfaction at Alfamart stores in Wanasari District, Brebes Regency. The research also shows that improving employee competency and work discipline is a key focus in efforts to provide consistent service to customers. These findings can serve as evaluation material for management in designing strategies to continuously improve service quality and employee performance.]]>
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