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This study analyzes the antecedents of satisfaction (store atmosphere and menu diversity) to customer loyalty at Kedai Kopi in Surakarta. This research uses primary and secondary data. Testing the validity and reliability using confirmatory factor analysis (CFA) and cronbach's alpha. The sampling technique used purposive sampling of 100 respondents. Data analysis used Structural Equation Modeling (SEM). The research findings show that store atmosphere and menu diversity affect customer satisfaction and loyalty. Customer satisfaction mediates the influence of store atmosphere and menu diversity on customer loyalty.

Anteseden Kepuasan, Loyalitas Pelanggan