This study aims to determine the effect of service quality and price on customer satisfaction of Baraya Purwakarta car rental. Sources of data in this study were obtained from questionnaires (primary) which were distributed to respondents. The population of this research is the car rental customer Baraya Purwakarta. The sample in this study amounted to 70 people. The research data analysis method used was validity test, reliability test, classical assumption test, multiple linear regression, and hypothesis testing, namely the f test and t test. The research findings show that the variable of service quality and price affects the customer satisfaction variable which has an R Square value of 0.502 or 50.2% and the remaining 49.8% is influenced by other variables. From the simultaneous test results, service quality and price have an effect on customer satisfaction as evidenced by the results of the Fcount value greater than Ftable of 34.576 and sig 0,000. From the results of the t test, service quality has a partial effect on customer satisfaction with a tcount of 3,965 and price has an effect on customer satisfaction with a tcount of 5,177.