The purpose of this study was to determine the effect of latent tangible variables, responsiveness, and reliability on consumer satisfaction. The sampling technique uses accidental sampling and uses the binomial proportion formula and obtained a sample of 70 respondents. Instrument requirements include validity and reliability testing. Test requirements analysis using liliefors normality, homogeneity, linearity and regression significance. The data analysis using SEM (Structural Equation Modeling). The results of the study found that tangibles have no direct effect towards consumer satisfaction, responsiveness has a direct effect on consumer satisfaction, reliability, and has a direct effect on
consumer satisfaction, tangibles do not have a direct
effect on reliability, and responsiveness has a direct
effect on reliability.