<![CDATA[Purpose – This study aims to examine the influence of store atmosphere and service quality on customer satisfaction among Sardo Supermarket customers in Malang City. Design/methodology/approach – This study employs a quantitative explanatory research design to investigate the causal relationships between store atmosphere, service quality, and customer satisfaction. Using a non-probability sampling method with a purposive sampling technique, 130 respondents aged at least 18 years who reside in Malang City and have shopped at Sardo Supermarket more than once were selected. Data were collected through Likert-scale questionnaires and analyzed using multiple linear regression in IBM SPSS Statistics 25, supported by validity, reliability, F-test, and t-test analyses. Findings – The results indicate that both store atmosphere and service quality have a positive and significant effect on customer satisfaction. These findings suggest that creating a comfortable shopping environment and delivering high-quality service are essential for enhancing customer satisfaction. Originality/value – This study contributes to retail marketing literature by providing empirical evidence of the combined influence of store atmosphere and service quality on customer satisfaction in the supermarket sector. The findings offer practical implications for retail managers in improving the shopping experience and strengthening customer satisfaction through environmental and service enhancements.]]>
