<![CDATA[This study examines the influence of café atmosphere and service quality on customer loyalty, with customer satisfaction as a mediating variable, among customers of Kopi Janji Jiwa in Cimahi City. Grounded in the Stimulus-Organism-Response (S-O-R) framework, the research employed a quantitative survey method with 120 respondents selected through purposive sampling. Data were analyzed using multiple regression and the Sobel test with SPSS version 25. The results indicate that café atmosphere and service quality both have a significant positive effect on customer satisfaction. Café atmosphere also has a direct significant effect on customer loyalty, while service quality does not directly affect customer loyalty. Customer satisfaction significantly affects customer loyalty and mediates the relationship between both café atmosphere (partial mediation) and service quality (full mediation) toward customer loyalty. These findings suggest that service quality strengthens loyalty primarily through the satisfaction it generates rather than through a direct pathway, offering practical implications for coffee shop chains competing in increasingly saturated local markets.]]>
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