<![CDATA[This study aims to analyze the effect of service quality, cafe atmosphere, and price on customer satisfaction at Villa Ganding Sarune Cafe Berastagi, both partially and simultaneously. This study used a quantitative method with an associative approach. The population consisted of all customers who visited the cafe from January to April 2025, totaling 4,915 customers. The sample was determined using the Slovin formula with a 10% margin of error, resulting in 98 respondents. The sampling technique used was purposive sampling, with the criterion that respondents had visited the cafe more than once. Data were collected through questionnaires and analyzed using SPSS version 25 through classical assumption tests, multiple linear regression, t-test, F-test, and coefficient of determination. The results show that service quality, cafe atmosphere, and price have a positive and significant effect on customer satisfaction, both partially and simultaneously. The Adjusted R Square value of 63.3% indicates that the three variables explain the variation in customer satisfaction.]]>
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