<![CDATA[This study examines the relationship between product quality, price, and customer satisfaction at Alfamart Bangkingan Outlet in Surabaya. A quantitative approach was applied using data collected from 100 customers through a four-point Likert-scale questionnaire and purposive sampling. The data were analyzed using multiple linear regression with IBM SPSS Statistics version 26. The partial test results indicate that product quality is positively and significantly associated with customer satisfaction (t = 4.215, p < 0.001). Price also shows a positive and significant association with customer satisfaction (t = 3.892, p < 0.001). The simultaneous test confirms that product quality and price are jointly significantly associated with customer satisfaction (F = 45.621, p < 0.001). The adjusted coefficient of determination (Adjusted R²) is 0.474, indicating that the model accounts for 47.4% of the variation in customer satisfaction, while the remaining 52.6% is associated with factors outside the model. These findings suggest that product quality and price are relevant factors associated with customer satisfaction, although they do not fully explain it. Practically, store management should maintain product quality through regular product rotation and effective stock management, while ensuring consistency between shelf prices and cashier prices. These measures are aligned with the study's findings and may help improve customers' shopping experiences.]]>
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