<![CDATA[This study analyzes the mediating role of customer satisfaction on the effects of service quality, digital promotion, and store atmosphere on customer loyalty at Bacoot Cafe and Eatery, Pontianak, addressing visitor fluctuations. Using an explanatory quantitative approach, data from 105 respondents were analyzed via SEM-PLS using SmartPLS 3.0. Results prove service quality significantly affects satisfaction and loyalty, where its direct and indirect effects are both significant, forming a complementary mediation pattern. Store atmosphere has no direct impact on loyalty but is significant through satisfaction mediation, forming an indirect-only mediation pattern. Conversely, digital promotion negatively impacts loyalty despite its positive effect on satisfaction (competitive mediation). This indicates a gap between digital expectations and reality, triggering fluctuations. Findings confirm that store atmosphere requires satisfaction to build loyalty, while digital promotion needs synchronization with real customer experiences to prevent long-term loyalty decline.]]>
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