<![CDATA[The competition among coffee shop businesses in Indonesia continues to increase as more companies offer products with various characteristics and competitive advantages. This condition encourages businesses to understand the factors influencing customer satisfaction in order to maintain competitiveness. This study aims to analyze the effect of price and product quality on customer satisfaction at Kopi Tuku Cipete Raya, South Jakarta. A quantitative approach was employed using a survey method through questionnaires distributed to 96 respondents selected using purposive sampling. The sample size was determined using Cochran's formula. Data were analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination with IBM SPSS version 27. The results indicate that price has a positive and significant effect on customer satisfaction with a significance value of 0.001 (<0.05). Product quality also has a positive and significant effect on customer satisfaction with a significance value of 0.000 (<0.05). Simultaneously, price and product quality significantly influence customer satisfaction at Kopi Tuku Cipete Raya, South Jakarta. These findings indicate that better customer perceptions of price and product quality will lead to higher customer satisfaction.]]>
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