<![CDATA[This study examines the conditional associations of café atmosphere, location, and service quality with consumer satisfaction among 96 repeat customers of one café in Kisaran, North Sumatra. The cross-sectional questionnaire used purposive sampling and ordinary least squares regression. The model was significant, F(3, 92) = 40.41, p < .001, R² = .569, adjusted R² = .554. Café atmosphere showed the largest unique association, B = 0.547, 95% CI [0.348, 0.746], β = .466, ΔR² = .140, f² = .325. Location was also positively associated with satisfaction, B = 0.284, 95% CI [0.128, 0.440], β = .262, ΔR² = .061, f² = .142, as was service quality, B = 0.307, 95% CI [0.103, 0.511], β = .243, ΔR² = .042, f² = .097. The atmosphere scale combined ambient conditions with spatial and design features. Visit duration, dwell time, and exposure to service encounters were not measured. The proposed duration mechanism is therefore a theoretical explanation consistent with the coefficient pattern, not an empirically tested mediator or moderator. Because the sample excluded first-time visitors and customers who did not return, the findings describe retained customers at the selected café. They do not establish causal returns from atmosphere investment or justify reducing service-quality investment.]]>
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