One of the local businesses that are currently competing tightly is the Coffee Shop. Aside from being a place to drink tea or coffee and eat snacks, a coffee shop is also a place to gather, exchange ideas, and expand networks, and even become a place to conduct business prospects between entrepreneurs. This causes the need for a coffee shop to be considered as a daily necessity. East Java is also one of the provinces that have experienced significant development in the coffee shop business. This study aims to determine and prove the effect of cafe atmosphere and product quality in building trust and loyalty of local coffee shop consumers. This research is descriptive quantitative. The population in this study are local coffee shop consumers who are limited to the GERBANG KERTASUSILA area (Gresik, Bangkalan, Mojokerto, Surabaya, and Lamongan), totaling 262 people. The number of samples after being calculated by the Slovin formula is 159 respondents. This study was tested using the SEM-PLS model. The results showed that the cafe atmosphere had a positive and significant effect on trust and loyalty. Product quality has a positive and significant effect on customer trust and loyalty.