<![CDATA[The increasing competition in the electronics retail industry requires businesses to maintain customer satisfaction through appropriate pricing strategies and high-quality service. This study aims to examine the effect of price and service quality on customer satisfaction at Erablue Electronics Store, Hasyim Ashari, Pinang, Tangerang. A quantitative approach with an associative research design was employed to investigate the relationships between the variables. The study involved 98 respondents, and data were collected using questionnaires measured on a Likert scale. The data were analyzed using multiple linear regression with the assistance of Statistical Package for the Social Sciences (SPSS) version 27. The analytical procedures included validity and reliability tests, normality testing, regression analysis, hypothesis testing, and the coefficient of determination. The results indicate that price has a positive and statistically significant effect on customer satisfaction. Service quality also has a positive and statistically significant effect on customer satisfaction. Furthermore, price and service quality simultaneously have a significant effect on customer satisfaction. The coefficient of determination indicates that both independent variables explain a substantial proportion of the variation in customer satisfaction, while the remaining proportion is attributable to other factors beyond the scope of this study. These findings suggest that the store should maintain competitive and transparent pricing while continuously improving service responsiveness, reliability, and employee competence. Integrating these strategies may strengthen customer satisfaction, encourage positive recommendations, and enhance the store’s competitiveness in the electronics retail market.]]>
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