<![CDATA[This study aims to analyze the influence of Coffee Shop Atmosphere, Service Experience, and Brand Personality on Customer Satisfaction at Tomoro Coffee in Surabaya. The research employs a quantitative method involving 100 respondents selected using purposive sampling. Data were collected through a five-point Likert scale questionnaire and analyzed using IBM SPSS version 26, including validity, reliability, classical assumption tests, multiple linear regression, t-test, and F-test. The results indicate that all three variables have a positive and significant effect on customer satisfaction, both partially and simultaneously. Brand Personality is the most dominant variable influencing satisfaction. The coefficient of determination (R²) value of 0.750 explains that 75% of customer satisfaction variation is affected by these variables. The findings highlight that a pleasant coffee shop atmosphere, excellent service quality, and a strong brand personality are essential in enhancing customer satisfaction at Tomoro Coffee Surabaya.]]>
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