The aim of this research is to determine the effect of service and product quality on customer satisfaction at UNIQLO Living World Pekanbaru. The respondents for this research were 100 people using random samples. The data analysis techniques used to answer the hypothesis are multiple regression, classical assumption test, F hypothesis test, t hypothesis test, coefficient of determination using Statistical Product and Service Solutions and Microsoft Excel. The research results show that service quality and product quality have a positive influence on student satisfaction, both partially and simultaneously. From the results of the coefficient of determination test (R2), it is known that the two independent variables contribute 52.9% in influencing the dependent variable, namely customer satisfaction in choosing UNIQLO Living World Pekanbaru products. Based on the findings of this study, it is found that customer satisfaction can meet the expectations of customers who are oriented towards quality services and products. The originality of writing this article facilitates theory development in terms of producing testable variables that influence the dynamic relationship between service quality and product quality in creating customer satisfaction, during construction