<![CDATA[This study aims to examine the effect of price on customer satisfaction, the effect of service quality on customer satisfaction, and the simultaneous effect of price and service quality on customer satisfaction at the Depok Margonda 5 branch of Indomaret. This research employed a quantitative statistical approach. Data were collected through observation, questionnaires, interviews, and documentation studies. The study population consisted of 30,090 customers, with a sample of 100 respondents selected using a non-probability sampling technique through purposive sampling based on the Slovin formula with a 10% margin of error. Data analysis was conducted using multiple linear regression, validity testing, reliability testing, normality testing, multicollinearity testing, heteroscedasticity testing, t-test, F-test, and coefficient of determination analysis with the assistance of SPSS version 25. The results indicate that price and service quality have a positive and significant effect on customer satisfaction, both partially and simultaneously. The Adjusted R Square value of 0.552 indicates that the two independent variables explain 55.2% of customer satisfaction, while the remaining 44.8% is influenced by other factors not examined in this study.]]>
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