<![CDATA[The rapid growth of coffee shop businesses in Medan City reflects changes in consumer lifestyles and increasing demand for locally produced coffee. As an integral part of Micro, Small, and Medium Enterprises (MSMEs), coffee shops contribute significantly to regional economic development and employment generation. This study aims to examine the influence of cultural aspects and marketing aspects on the business feasibility of Warkop Lampoeh Kuphi in Medan City. A quantitative approach was employed using a survey method involving 100 respondents selected through accidental sampling. Primary data were collected using structured questionnaires and analyzed with the Statistical Package for the Social Sciences (SPSS), including validity, reliability, multiple linear regression, t-test, F-test, and coefficient of determination (R²). The findings indicate that cultural aspects have a positive and significant effect on business feasibility by strengthening local identity, customer loyalty, and social interaction. Furthermore, marketing aspects significantly enhance business feasibility through competitive pricing, product quality, excellent service, and effective word-of-mouth promotion. Simultaneously, both variables significantly influence business feasibility, suggesting that integrating local culture with effective marketing strategies enhances the sustainability and competitiveness of MSMEs.]]>
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