<![CDATA[This study aims to examine the influence of service and product quality on customer satisfaction at Toko Wiratani in Palopo City. In the current era of increasingly intense business competition, companies are required to consistently deliver excellent service and high-quality products to maintain customer loyalty and competitive advantage. The research employed a quantitative approach, with data collected through observation, interviews, and questionnaires distributed to 50 respondents. The data were analyzed using multiple linear regression, validity and reliability tests, t-test, F-test, and the coefficient of determination (R²). The findings reveal that both service and product quality have a positive and significant effect on customer satisfaction, both simultaneously and partially. Service aspects such as friendliness, responsibility, responsiveness, and staff knowledge, combined with product quality dimensions including reliability, durability, and conformity, emerge as key drivers of satisfaction. Furthermore, the results suggest that improvements in service and product quality not only enhance immediate satisfaction but also contribute to long-term customer loyalty. This research provides practical implications for Toko Wiratani, emphasizing the need for continuous innovation and improvement in both service quality and product excellence. By prioritizing these aspects, the company can build stronger relationships with customers, ensure repeat purchases, and maintain sustainable business growth in a competitive marketplace.]]>
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