<![CDATA[This study was motivated by problems related to service quality and product quality at Warkop Agam Medan Cibinong that may affect customer satisfaction, such as inconsistent service and complaints regarding products. This study aims to analyze the effect of service quality and product quality on customer satisfaction at Warkop Agam Medan Cibinong. The study employed a quantitative method with an associative approach. The sample consisted of 100 respondents selected using purposive sampling based on predetermined criteria. Data were collected through questionnaires and analyzed using IBM SPSS Statistics version 25 with multiple linear regression analysis. The results show that service quality has a positive and significant effect on customer satisfaction. Product quality also has a positive and significant effect on customer satisfaction. Simultaneously, service quality and product quality have a positive and significant effect on customer satisfaction, with a coefficient of determination (R²) of 60.6%, while the remaining 39.4% is influenced by other factors not examined in this study. The study concludes that continuous improvements in service and product quality are necessary to increase customer satisfaction and maintain customer loyalty.]]>
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