Abstract
This study aims to test and explain the influence of store atmosphere, product quality, and service quality both partially and simultaneously on customer satisfaction. The subject of the study was consumers who had purchased Rumah Kopi Nusantara products. While the object of research is the store atmosphere, product quality, service quality, and customer satisfaction. The research design used in this study is quantitative causal. The determination of samples in this study used a non-probability sampling method technique, namely purposive sampling. The number of samples in this study was 107 respondents. The instrument used in data collection is with questionnaires and the analysis technique used is multiple linear regression analysis. The results in this study are: (1) store atmosphere, product quality, and service quality have a positive and significant effect on customer satisfaction. (2) store atmosphere has a positive and significant effect on customer satisfaction, (3) product quality has a positive and significant effect on customer satisfaction, (4) service quality has a positive and significant effect on customer satisfaction.
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