<![CDATA[The Pine by Moksha Coffee Shop, Pancoran Mas, Depok is a coffee shop with a unique concept located in a residential area. This study aims to analyze the effect of price and product quality on customer satisfaction at The Pine by Moksha Coffee Shop, Pancoran Mas, Depok. This research employed a quantitative approach using a survey method by distributing questionnaires to 100 respondents selected through purposive sampling. Data were analyzed using multiple linear regression with the assistance of SPSS version 25, including validity, reliability, classical assumption, t-test, F-test, and coefficient of determination analyses. The results indicate that price has a positive and significant effect on customer satisfaction, with a t-value of 13.429 greater than the t-table value of 1.984 and a significance value of 0.000 < 0.05. Product quality also has a positive and significant effect on customer satisfaction, with a t-value of 13.370 greater than the t-table value of 1.984 and a significance value of 0.000 < 0.05. Simultaneously, price and product quality have a significant effect on customer satisfaction, with an F-value of 111.201 greater than the F-table value of 3.09 and a significance value of 0.000 < 0.05. These findings indicate that price and product quality are important factors in improving customer satisfaction at The Pine by Moksha Coffee Shop, Pancoran Mas, Depok.]]>
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