Modern retail business in Indonesia is currently
growing more rapidly along with advances in science
and technology. Basmalah is a newcomer engaged in
the retail sector who also competes in the retail
business even though it is still within the scope of
East Java. The purpose of the study was to analyze
and test the effect of service quality, store atmosphere,
and price on customer satisfaction at the Basmalah
Pakusari Jember retail. This research is associative
research. The population used in this study is the
consumers Basmalah Pakusari Jember with a total
sample of 90 respondents. This analysis tool uses
multiple linear regression with SPSS software.
Statistical test results show the quality of service,
store atmosphere, and price affect customer
satisfaction Retail Basmalah Pakusari Jember. The
coefficient of determination test shows that 38.5% of
customer satisfaction Retail Pakusari Basmalah
Jember influenced service quality, store atmosphere,
and price. While 61.5% is the contribution of other
variables not observed in this study, such as
promotion, product quality, location, etc.