<![CDATA[Coffee shops in Indonesia have shown rapid growth in recent years. This phenomenon has occurred due to an increase in coffee consumption among various segments of society, from the young to the old. Coffee shops have become comfortable places for various activities, from doing work, meetings, or just chatting. One of the newest and fastest-growing coffee shops in the city of Madiun is Tanjung Coffee, which began operating in August 2025 and is located on Tanjung Manis Street. This study aims to analyze the influence of store atmosphere and product quality on customer loyalty at Tanjung Coffee Madiun. The data in this study was obtained from questionnaires. The population in this study was Tanjung Coffee Madiun customers. The sample in this study consisted of 100 respondents using purposive sampling. Data analysis used multiple linear regression with the help of SPSS version 20 to test the influence of each independent variable on the dependent variable. The results showed that store atmosphere and product quality had a significant positive partial effect on customer loyalty, with significance values of 0.013 and 0.002, respectively, and t values of 2.537 and 3.167. These findings confirm that a comfortable store atmosphere and good product quality contribute significantly to building long-term relationships and increasing customer loyalty at Tanjung Coffee Madiun]]>
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