<![CDATA[This study examines the effects of Cafe Atmosphere, Product Assortment, and Experiential Marketing on Customer Satisfaction at Simpang IV Coffee Bireuen, both partially and simultaneously. A quantitative approach was employed with customers of Simpang IV Coffee Bireuen as the population. A total of 100 respondents were selected using purposive sampling. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression with SPSS. The analysis included validity and reliability tests, classical assumption tests, t-test, F-test, correlation analysis, and the coefficient of determination. The results show that Cafe Atmosphere does not have a significant effect on Customer Satisfaction, with a t-value of 1.225 < 1.661 and a significance value of 0.224 > 0.05. Product Assortment also does not have a significant effect, with a t-value of 1.573 < 1.661 and a significance value of 0.119 > 0.05. In contrast, Experiential Marketing has a significant effect on Customer Satisfaction, with a t-value of 5.834 > 1.661 and a significance value of 0.000 < 0.05. Simultaneously, the three independent variables significantly affect Customer Satisfaction, with an F-value of 49.396 > 2.70 and a significance value of 0.000 < 0.05. The coefficient of determination (R²) of 0.607 indicates that 60.7% of the variation in Customer Satisfaction is explained by Cafe Atmosphere, Product Assortment, and Experiential Marketing, while the remaining 39.3% is explained by other factors outside the research model.]]>
