Abstract: “The aim of this research is to analyze the evidence of physical factors (tangibles), reliability, responsiveness, assurance, and empathy how far have association with satisfaction of the consumer at the Lotte Mart Indonesia Jakarta, and to know most dominant factor in Influencing satisfaction of the consumer at the Lotte Mart at Province Jakarta. The data source is taken from primary responder through answer the questionnaire. Technique of data collecting at this research is base on the questionnaire, that spread to the customer of the Lotte Mart Stores in Jakarta (Ratu Plaza, Ambassador, Pondok Gede, Fatmawati). Sample Technique use the purposive random sampling, that was taken from 100 people. Supported by method of this research is the binary logistics regression (binary logistic regression). Pursuant to result of binary logistic regression analysis that the independent variable Obtained consisting of physical evidence, reliability, responsiveness, assurance, and empathy have an eff”

Keywords: Physical Evidence, Reliability, Responsiveness, Assurance, Empathy, satisfaction of the consumer.