ABSTRACT : The main purpose of the conducted research was as a forum to examine the relationship between store atmosphere, service quality, and intention to buy back at Nakoa Cafe outlet located in Bondowoso Street, Malang, East Java, with a particular focus on the impact of customer satisfaction as an intervening variable. Researchers used quantitative research in processing this study, and the data was collected through questionnaire-based surveys. The questionnaire was delivered through Google Forms as a survey tool. Non-probability sampling with purposive sampling was the employed sampling technique. The research sample consisted of 150 respondents who were customers of Nakoa Cafe outlet Bondowoso in Malang and had visited the cafe at least twice or more. PLS-SEM (Partial Least Squares-Structural Equation Modelling) was used to test the study hypothesis. Following the findings, store environment, and service quality positively and significantly influenced consumer satisfaction. Moreover, customer satisfaction significantly mediated between store atmosphere and service quality in relation to repeat purchases. In conclusion, store atmosphere and service quality directly impacted customer satisfaction and contributed to the increased repeat purchases.
KEYWORDS -Store Atmosphere, Service Quality, Customer Satisfaction, Repurchase Intention