<![CDATA[The objective of this research is to identify the effects of store atmosphere and price fairness on the loyalty of Niwa Garden’s customers with the mediation of customer satisfaction. This quantitative research seeks the causal relationship between store atmosphere, price fairness, customer loyalty, and customer satisfaction. From the population of the coffee shop’s customers, 160 people were selected as the respondents using non-probability sampling method and purposive sampling technique with the criteria of people with the minimum age of seventeen years who have dined in the shop at least once. Here path analysis was used, supported by validity testing, reliability testing, and classical assumption test. The hypotheses were tested using F test, t-test, and Sobel test, performed in SPSS 29. This study finds that store atmosphere and price fairness significantly influence the customer satisfaction, that store atmosphere significantly affects customer loyalty, and that price fairness does not significantly influence customer loyalty. Furthermore, customer loyalty mediates the effects of store atmosphere and price fairness on customer loyalty. Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh Store Atmosphere dan Price Fairness terhadap Customer Loyalty dengan Customer Satisfaction pada pelanggan Coffee Shop Niwa Garden. Jenis Penelitian ini adalah penelitian kuantitatif yang bertujuan unntuk mencari hubungan sebab akibat antara variabel Store Atmosphere, Price Fairness, Customer Loyalty, dan Customer Satisfaction. Penelitian ini menggunakan sampel sebanyak 160 responden yang diambil dari populasi pelanggan Coffee Shop Niwa Garden. Pengambilan sampel menggunakan teknik non-probability sampling yaitu purposive sampling. Karakteristik sampel yang dipilih yaitu, minimal berusia 17 tahun dan pelanggan yang pernah melakukan Dine-In di Coffee Shop Niwa Garden minimal satu kali. Teknik analisis data dalam penelitian ini menggunakan Path Analysis yang ditunjang dengan Uji Validitas, Uji Reliabilitas, dan Uji Asumsi Klasik. Uji hipotesis dilakukan menggunakan Uji-F, Uji-t, dan Uji sobel dengan menggunakan program SPSS 29. Hasil penelitian menunjukkan bahwa varibael Store Atmosphere dan Price Fairness memiliki pengaruh yang signifikan terhadap variabel Customer Satisfaction. Kemudian variabel Store Atmosphere berpengaruh signifikan terhadap Customer Loyalty, namun variabel Price Fairness tidak berpengaruh signifikan terhadap variabel Customer Loyalty. Variabel Customer Loyalty berhasil memediasi pengaruh antara Store Atmosphere dan Price Fairness terhadap Customer Loyalty.]]>
