Based on sales data at Optik Tanjung Pura, there has been a decline in sales of contac lenses compared to
glasses. The decline occured by around 10% from January 2023 to April 2023. In addition, during interviews
with several customer they were dissatisfied with contact lens product. The purpose of this study was to see the
level of customer satisfaction with softlens and glasses and the factors that influence the level of satisfaction at
Optic Tanjung Pinang. Qualitative research methods, conducting in depth interviews with five customer
informants of Optic Tanjung Pinang. The instrument used is a questionnaire, using the SERVQUAL method with
five dimensions, namely tangibles, reliability, responsiveness, assurance, empathy. The sampling technique uses
a purposive sampling technique. The results obtained on the dimensions of tangibles, customers of glasses
products are satisfied because the products are diverse, while contact lens are still limited. On the reliability
dimension of the officers in conveying information on both glasses and softlens product, it is quite satisfaction.
The responsiveness dimension of the attitude of the optician has satisfied the customer. The conclusion is the
level of customer satisfaction of glasses users based on the five dimension of SERVQUAL, the results have
satisfied customers, while contact lenses are considered unable to provide satisfaction to customers because they
have a small number of contact lens collections, incomplete, and less varied.