<![CDATA[This study aims to examine the influence of other customers, atmosphere, food quality, and service quality on brand image and customer satisfaction in the restaurant industry, particularly within the café category. Using a quantitative approach through Structural Equation Modeling (SEM), data were collected from 338 Starbucks customers in Surabaya. The findings indicate that service quality has a significant effect on both brand image and customer satisfaction, while food quality significantly affects satisfaction. However, atmosphere, brand image, and the presence of other customers do not have a significant impact on customer satisfaction. This study confirms Jin’s (2016) findings and resolves the research gap by demonstrating that, in functional service contexts or “third places” such as cafés, physical attributes and brand image do not necessarily determine satisfaction directly compared to the core aspects of service and product quality.]]>
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