| Customer satisfaction is the primary goal of every business. Customer retention is more important than customer acquisition. Keeping track of customer satisfaction is an obvious method, as is continuously innovating to stay aligned. Estimated target from Le Café de Carringtonstill not reaching the target.retain customers, it is necessary for every business to have an in-depth knowledge on various factors that can influence customer satisfaction. Large number of businesses have failed due to beingignorantof these factors.The main objective of this research is to acquire knowledge of all possible factors that can influence Le Café de Carrington’s customer satisfaction level, specifically those that have dominant influence. The subjects of this research are the customers Le Café de Carrington. Purposive sampling method was used to acquire sampling data, 30 respondents participated on this research, which has been tested its validity and reliability. Valid and reliable questioners were distributed to 160 respondents. Prior to processing the data with multiple linear regression.Before performing data processing by multiple linear regression method, first classical assumption test is done to the predetermined variable (X1 = product quality, X2 = service quality, X3 = price and X4 = convenience). After completing the classic assumption test, acquired data then processed by using multiple linear regression methodvia SPSS software. The result from processed data shows multiple variable that influenced customer satisfaction is X4(Convenience), while other variables have insignificant effect towards customer satisfaction. Furthermore, SWOT analysis was conducted to increase customer satisfaction. Main suggestion provided is for Le Café de Carrington to focus primarily on imperative factors that influenced customer satisfaction, such as increasing parking capacity in order to be able to facilitate more vehicles as well as optimizing guest service efficiency to increase convenience. |