<![CDATA[This study aims to analyze the impact of reliability, price, and delivery time on customer satisfaction among consumers of Scarlett Perfume purchased through TikTok Shop in Purwosari District. This study uses a quantitative approach with an explanatory research design. Data was collected through a questionnaire from 107 respondents, who were selected based on predetermined criteria. Data were analyzed using multiple linear regression with SPSS support, including validity and reliability tests, classical assumption tests, t-tests, F tests, and determination coefficients. The results showed that reliability had a positive and significant impact on customer satisfaction, with a regression coefficient of 0.211, a t-score of 3.449, and a significance level of 0.001. Price has a positive and significant effect, with a regression coefficient of 0.282, a T score of 4.494, and a significance ratio of 0.000. The delivery time also had a positive and significant effect, with a regression coefficient of 0.169, a t-value of 2.381, and a significance ratio of 0.019. At the same time, reliability, price, and delivery time greatly affect customer satisfaction, with an F score of 68,239 and a meaning of 0.000. An adjusted R-square of 0.656 indicates that all three variables explain 65.6% of customer satisfaction]]>
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