<![CDATA[This study examines the mediating role of consumer loyalty in the relationship between store atmosphere, customer satisfaction, and purchase decisions among coffee shop customers in Surabaya in the Digital Society Era. This study employs a quantitative approach using an explanatory research design. The population consists of coffee shops located in Surabaya, including West, North, East, Central, and South Surabaya. The sample was selected using purposive sampling based on the rule of thumb of 5–10 times the number of indicators, resulting in 170 respondents who had purchased products at coffee shops in Surabaya. The data were collected through questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (SEM) with AMOS version 30 to examine the relationships among variables and assess the mediating role of customer loyalty. The results indicate that store atmosphere has a positive and significant effect on customer loyalty, while customer satisfaction does not significantly affect customer loyalty. Furthermore, store atmosphere and customer satisfaction have positive and significant effects on purchase decision. Customer loyalty also has a positive and significant effect on purchase decision. The mediation analysis reveals that customer loyalty partially mediates the relationship between store atmosphere and purchase decision. However, customer loyalty does not mediate the relationship between customer satisfaction and purchase decision.]]>
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