N Nowadays, competition in the business world, especially in the retail sector, is getting tighter. Companies that can win the competition are those that are able to provide value and satisfaction to customers through the delivery of products and services provided. The decisions that will be taken by the company must be considered in an effort to attract consumers. PT Ramayana Lestari Sentosa, one of the retail companies, also needs to consider the decisions to be taken, these decisions include enriching product variety, pricing decisions, and decisions on what kind of service will be provided. Companies always compete with the hope that they move in line with consumer desires and needs. Therefore, it is important for companies to consider the quality of service provided to their consumers. The sample determination was carried out using a non-probability sampling method, namely the judgment sampling method, so that samples were taken directly from Ramayana consumers at the Ramayana Department Store Pondok Gede location. While the number of samples taken was using the Slovin opinion and the AMA table, which obtained that the number of samples taken was 106 people. Based on the results of data processing, namely by calculating the index value of respondents' perceptions of price and product completeness, the results showed that the majority of respondents stated that price and product completeness greatly influenced their choice of shopping location. Meanwhile, the results of data processing regarding product completeness obtained an index value of 69, which means that the completeness of products at Ramayana still needs to be improved. Based on the servqual score and the customer satisfaction and importance matrix of the existing attributes, it can be concluded that the service provided by Ramayana is still less than satisfactory. Services that are still considered less than satisfactory include the provision of facilities, employee attitudes and behavior, and returns of damaged goods/products. Services that are considered good include the provision of parking facilities, ATM machines, the number of cashiers, a comfortable and safe atmosphere, employee patience, complaints that are responded to quickly, ease of viewing prices and product discounts. To improve the quality of service, especially improving the quality of service attributes that receive negative servqual scores and are in the first and third quadrants of the customer satisfaction and importance diagram, it is necessary to establish a Quality Function Deployment (House of Quality). From the results of the formation of the QFD matrix, the priority of service characteristics that can be provided by the company in meeting consumer needs is obtained, which is reflected in the level of relative importance. The improvements that will be proposed include providing space facilities (toilets, waiting rooms), a selective recruitment system, providing training and development programs, holding competitions for fellow employees at Ramayana, a regular, clear and structured division of labor, improving the interior design of the department store, conducting more lively and more frequent promotions on television or other media. In addition, suggestions that can be given are holding one-stop shopping at Ramayana, holding a complaint questionnaire that will be filled out by consumers regarding their complaints, holding a product catalog that can include product types, product prices, product discounts and can also be used as an advertising medium.