<![CDATA[A comfortable and safe store atmosphere, coupled with excellent, high-quality service, are important factors that contribute to consumer satisfaction. Leng Coffee Pekanbaru, has strategically developed a safe and pleasant store atmosphere, and has implemented the best service which of course not only meets but also exceeds consumer expectations, as a strategy to face intense business competition. This research aims to assess the influence of store atmosphere and service quality on consumer satisfaction at Leng Coffee Pekanbaru. This research uses a descriptive statistical approach and quantitative statistics with an explanatory research model. The sample consisted of 100 respondents selected through the incidental sampling method. The main research instrument used was a questionnaire. The results of this research found that store atmosphere and service quality have a positive influence on consumer satisfaction both partially and simultaneously at Leng Coffee Pekanbaru.]]>
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