This study measures the effect of distribution channels which have three forms on sales volume and consumer satisfaction. This type of research is quantitative with an explanatory approach. Primary data was collected using a questionnaire and supported by secondary data using documentation. The sample of this research is one hundred and fifty consumers, the data is analyzed using regression analysis with the SPSS application. The research found that the shape of the first distribution channel affects sales volume but does not affect customer satisfaction. The second distribution channel affects sales volume but does not affect consumer satisfaction. The third distribution channel, affecting sales volume and influencing consumer satisfaction, is a novelty from the research conducted. However, companies must pay attention to the shape of the first and second distribution channels to maintain channel stability. For this reason, the company must maintain as well as possible the formation of the third distribution channel, so that it can achieve more effective long-term goals. Wholesalers buy mostly from producers and sell mostly to retailers, industrial consumers, and other wholesalers. As a result, many of the nation’s largest and most important wholesalers are largely unknown to final consumers distribution channel.

Keywords: Distribution channel, sales volume, customer satisfaction