<![CDATA[This research is motivated by the gap between consumer expectations and operational conditions during the initial opening period of Mie Gacoan Plumpang Semper, reflected in customer complaints on Google Maps. This study aims to determine the effect of service quality (X1) and product quality (X2) on customer satisfaction (Y), both partially and simultaneously. The research uses a causal associative approach. The population consists of all consumers of Mie Gacoan Plumpang Semper Branch, North Jakarta, whose exact number is unknown. The sampling technique uses purposive sampling with 97 respondents determined through the Lemeshow formula. Data were collected through questionnaires using a Likert scale and analyzed using multiple linear regression with SPSS 24. The results show that service quality has a positive and significant effect on customer satisfaction (t = 2,705; sig. = 0,008), product quality has a positive and significant effect on customer satisfaction (t = 3,099; sig. = 0,003), and both variables simultaneously have a positive and significant effect on customer satisfaction (F = 49.181; sig. = 0,000). The R Square value of 0,511 indicates that both variables explain 51,1% of customer satisfaction, while the remaining 48,9% is influenced by other variables outside this study.]]>
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