This research aims to analyze the effect of service quality, promotion,
product diversity and store atmosphere on consumer satisfaction of supermarket at
Purwokerto. This research uses quantitative research methods, sampling
techniques using non-probability sampling methods with purposive sampling
techniques. The sample in this research was 110 respondents. The data analysis
used is the multiple linear regression test. Based on the research results, it shows
that the variables of service quality, promotion, product diversity and store
atmosphere have a positive and significant effect. The coefficient of determination
results is 60.4%. The remaining 39.6% is influenced by other variables not
examined in this research.