<![CDATA[This study examines the effect of service quality, price fairness, food quality, and store atmosphere on customer loyalty with customer satisfaction as an intervening variable. Data was collected through a questionnaire survey from 105 Bellywise Jogja customers using purposive sampling techniques. Data analysis was performed with Partial Least Squares (PLS) using SmartPLS 4.0 software. The results showed that: 1) Service quality has a positive and significant effect on customer satisfaction, 2) Price fairness has a positive and significant effect on customer satisfaction, 3) Food quality has a positive and significant effect on customer satisfaction, 4) Store atmosphere has a positive and significant effect on customer satisfaction, 5) Service quality has a positive and significant effect on customer loyalty by customer satisfaction as an intervening variable, 6) Price fairness has a positive and significant effect on customer loyalty with customer satisfaction as an intervening variable, 7) Food quality has a positive and significant effect on customer loyalty with customer satisfaction as an intervening variable, 8) Store atmosphere has a positive and significant effect on customer loyalty with customer satisfaction as an intervening variable, and 9) customer satisfaction has a positive and significant effect on customer loyalty.]]>
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