<![CDATA[ABSTRAKTujuan penelitian ini adalah untuk mengetahui pengaruh store atsmophere, product quality, dan price fairness terhadap kepuasan konsumen pada cafe Joglo Turen Sari di Desa Brongkol Kecamatan Jambu. Penelitian ini menggunakan pendekatan kuantitatif. Populasi pada penelitian ini adalah seluruh konsumen cafe Joglo Turen Sari di Desa Brongkol Kecamatan Jambu dan sampel dipilih dengan menggunakan teknik purposive sampling dan accidential sampling sehingga menghasilkan sampel sejumlah 96 responden. Alat analisis yang digunakan pada penelitian ini yaitu Smart PLS 4.0, Hasil penelitian ini menunjukan bahwa: 1) store atmosphere secara parsial tidak berpengaruh terhadap kepuasan konsumen. 2) product quality secara parsial berpengaruh terhadap kepuasan konsumen. 3) price fairness secara parsial berpengaruh terhadap kepuasan konsumen. 4) secara bersama-sama variabel store atmosphere, product quality, dan price fairness berpengaruh terhadap kepuasan konsumen pada café Joglo turen Sari di Desa Brongkol Kecamatan Jambu.Kata kunci: kepuasan konsumen, store atmosphere, product quality, price fairness ABSTRACTThe purpose of this research is to determine the influence of store atmosphere, product quality and price fairness on consumer satisfaction at Joglo Turen Sari Cafe in Brongkol Village, Jambu District. This research uses a quantitative approach. The population of this study consisted solely of consumers of Joglo Turen Sari Cafe in Brongkol Village, Jambu District and the sample was selected using purposive and random sampling techniques resulting in a sample of 96 respondents. The analysis tool used in this study is Smart PLS 4.0. The results of this study show that: 1) Store atmosphere has partially no influence on customer satisfaction. 2) Product quality partially influences consumer satisfaction. 3) Price fairness partially influences consumer satisfaction. 4) Taken together, the variables store atmosphere, product quality and price fairness influence customer satisfaction at Joglo Turen Sari Cafe in Brongkol Village, Jambu District.Keywords: Consumer satisfaction, Store atmosphere, Product quality, Price fairness]]>
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