Open University (UT) is an institution of higher education in Indonesia is implementing a system of open and distance education which provides the opportunity for all Indonesian people to achieve higher education. The implementation of this system requires students to be able to study independently by utilizing a variety of learning support, either through a printed and non printed learning support. UT established in 1984 and since this time, students can make the purchase of learning materials through the Regional Offices located throughout Indonesia. The development of Information and Communication Technology is currently causing UT seeks to improve service to students by conducting online sales called Online Bookstore (TBO). TBO is a sales system which students can order directly the application of TBO. Student satisfaction becomes important regarding that printed learning materials is a primary learning materials for students. Customer satisfaction is one of the key to organizational success, including higher education in the long term. This study was conducted to analyze customer satisfaction TBO who are affected by the quality of service. The study population was all UT students who make a purchase of learning materials through TBO. The data collection is done by giving a questionnaire by email to students and by providing the questionnaire directly through Regional Offices. The results of data analysis showed that 80% of respondents agreed and strongly agreed that the quality of services provided highly satisfactory. Customer loyalty can be built in a way to build quality service as well as possible. However, UT can continue to build the quality of service that will encourage the growth of customer satisfaction and trust.Keywords: customer loyalty, customer satisfaction, online bookstore, service quality. Abstrak Universitas Terbuka (UT) adalah lembaga pendidikan tinggi di Indonesia yang melaksanakan sistem pendidikan Terbuka dan jarak jauh yang memberikan kesempatan kepada seluruh warga negara Indonesia untuk mencapai pendidikan tinggi. Penerapan sistem ini mengharuskan mahasiswa mampu untuk belajar secara mandiri dengan memanfaatkan berbagai bantuan belajar, baik melalui bantuan belajar secara tercetak maupun non cetak. UT berdiri pada tahun 1984 dan sejak saat ini, mahasiswa dapat melakukan pembelian bahan ajar (Buku Materi Pokok/BMP) melalui Unit Program Belajar Jarak Jauh (UPBJJ) yang terdapat di seluruh Indonesia. Perkembangan Teknologi Informasi dan Komunikasi saat ini menyebabkan UT berusaha untuk meningkatkan pelayanan kepada mahasiswa dengan melakukan penjualan BMP secara online yang disebut dengan Toko Buku Online (TBO). TBO merupakan sistem penjualan BMP yang dipesan langsung oleh mahasiswa melalui aplikasi TBO. Kepuasan mahasiswa menjadi hal yang penting mengingat bahan ajar cetak merupakan bahan ajar utama bagi mahasiswa. Kepuasan pelanggan merupakan salah satu kunci sukses organisasi, termasuk pendidikan tinggi dalam jangka panjang. Penelitian ini dilakukan untuk menganalisis kepuas...