The Influence of Service Quality and Price on Customer Satisfaction at Fika Cosmetic Store Ampana City

The purpose of this study is to examine how customer satisfaction at the Fika Kosmetik Store in Ampana City is impacted by pricing and service quality. Five criteria are used to evaluate service quality, and consumer opinions about price are used to gauge its appropriateness, affordability, and value. This study uses associative causal approaches in a quantitative manner. 130 respondents were given questionnaires to complete in order to gather data. Multiple linear regression was used to analyze the data using SPSS version 25. The results indicate that service quality and price have a positive and significant effect both partially and simultaneously on customer satisfaction. These findings provide input for small business actors to continuously improve services and formulate pricing strategies that meet customer needs. Conclusion: 1) Customer happiness is positively and significantly impacted by service quality. Higher levels of satisfaction are correlated with better service, such as friendliness and information clarity. 2) Price significantly affects consumer satisfaction as well. Affordably priced goods that are commensurate with their quality boost customer happiness. 3) Price and service quality both significantly affect consumer satisfaction at the same time, accounting for 66.3% of the variance in satisfaction