<![CDATA[This study aims to examine how store atmosphere, experiential marketing, and Islamic service quality affect customer loyalty, with customer satisfaction serving as an intervening variable, in Surya Lestari, Salatiga City. The increase in competition in the food and beverage industry highlights the need for effective marketing strategies to retain and boost customer loyalty. This research uses a quantitative approach, employing a survey method with 96 respondents who are Surya Lestari customers. This study uses a quantitative approach with a survey method through a questionnaire, purposive sampling technique, and data analysis using multiple regression and path analysis with the help of SPSS 22. Using purposive sampling techniques, the results showed that store atmosphere, experiential marketing, and Islamic service quality all significantly influence customer loyalty. Specifically, store atmosphere and Islamic service quality have a positive and significant impact on satisfaction and loyalty, while the effect of experiential marketing varies depending on the context of previous studies. Additionally, customer satisfaction acts as a mediator in the relationship between the independent variables and customer loyalty. These findings offer valuable insights for business owners to develop strategies related to experiential marketing, store ambiance, and Islamic service quality to boost customer loyalty.]]>
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