<![CDATA[This study aims to examine the effect of live music on customer satisfaction at Ruh Coffee, Tambun Selatan District. This research employed a quantitative approach with a cross-sectional design. The sample consisted of 150 respondents selected using purposive sampling, with the criteria of customers who had visited and experienced live music performances at Ruh Coffee. Data were collected using questionnaires measuring live music and customer satisfaction. The data were analyzed using descriptive analysis and simple linear regression with the assistance of SPSS. The results showed that the live music variable had a mean score of 40.87, while customer satisfaction had a mean score of 40.52. The regression analysis indicated that live music had a regression coefficient of 0.655 with a significance value of <0.001. The R Square value of 0.436 indicated that live music explained 43.6% of the variation in customer satisfaction, while the remaining 56.4% was explained by other factors outside the research model. Therefore, live music had a significant effect on customer satisfaction at Ruh Coffee, Tambun Selatan District. These findings indicate that live music can serve as one of the elements of customer experience that should be considered in efforts to improve customer satisfaction in coffee shops.]]>
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