<![CDATA[Introduction: Coffee shops in Indonesia have rapidly expanded as part of modern lifestyles, yet Pokate Coffee and Garden Slawi faces fluctuating customer visits, raising concerns about loyalty. This study investigates the influence of service quality, facility quality, pricing policy, and product variety on customer loyalty, with customer satisfaction as a mediating variable. Methods: We used a quantitative approach with Partial Least Squares–Structural Equation Modeling (PLS-SEM) and data from 30 respondents. Instrument validity and reliability were tested to ensure measurement accuracy. Results: The findings reveal that pricing policy exerts the strongest effect on customer satisfaction, while facility quality significantly drives loyalty. Customer satisfaction mediates the effects of service quality, facility quality, and pricing policy on loyalty, whereas product variety shows no significant impact on satisfaction but contributes positively to loyalty. Conclusion: The study highlights the importance of consistent pricing strategies and continuous facility improvement to strengthen customer loyalty, while product variety plays a supporting but less dominant role. Keywords: Customer loyalty; Customer satisfaction; Facility quality; Pricing policy; Service quality]]>
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