ABSTRACT
The background in this study is that drinking coffee in cafes becomes part of the lifestyle, without
which it seems to make us less slang and even impressed. This activity then became a gathering place
with colleagues, college friends, arisan, reunions, talking about business, venting, and even company
meetings. But, more than that, now the café has become part of the identity and existence of its lovers.
Consumers today are more selective in choosing a variety of things, especially a café. If the café
visited is not satisfactory for these consumers, it will switch to another café. However, if the café is a
café that can satisfy then these consumers will visit more often. This study aims to find out whether
hedonic value, store atmosphere, and consumer satisfaction affect consumer loyalty at Cafe Sudut
Bangka, Jember. The sample required in this study was as many as 100 respondents with purposive
sampling methods and data collection techniques through interviews, questionnaires and literature
studies. The analysis used is quantitative data analysis (validity test and reliability test), classical
assumption test (normality test, heteroskedasticity test, multicollinearity test), multiple linear
regression analysis, hypothesis test (f test and t test) and determination coefficient analysis. The
results of the analysis of multiple linear regressions found that hedonic value (0.230), store
atmosphere (0.296), and consumer satisfaction (0.033) which means all variables have a positive
effect on consumer loyalty. Based on the results of the F test with a significance value of 0.000 that all
variables have a significant and simultaneous effect on consumer loyalty. The results of the t test
resulted in hedonic value (0.006), store atmosphere (0.000) and consumer satisfaction (0.008)
partially affecting consumer loyalty