<![CDATA[A quantitative explanatory approach was employed using Structural Equation Modeling (SEM) based on AMOS. Data were collected through questionnaires distributed to customers who had previously purchased products at Kedai Kopi Sangrai Sae. The findings indicate that customer experience and servicescape have positive and significant effects on customer satisfaction, whereas product innovation does not significantly influence customer satisfaction. Furthermore, customer experience, servicescape, and customer satisfaction significantly affect customer loyalty, while product innovation has no significant direct effect on customer loyalty. Customer satisfaction partially mediates the relationships between customer experience and customer loyalty as well as between servicescape and customer loyalty, but fails to mediate the relationship between product innovation and customer loyalty. The model explains 51.9% of the variance in customer satisfaction and 85.4% of the variance in customer loyalty. These findings highlight that creating memorable customer experiences and designing an attractive physical environment are more influential in fostering customer loyalty than relying solely on product innovation. The study contributes to service marketing literature by providing an integrated customer loyalty model within the context of local coffee shops.]]>
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