Abstract
The intense competition in the Coffee shop industry demands businesses to focus on emotional aspects and comfort to build Customer Loyalty. This quantitative study aims to analyze the influence of Experiential marketing, Store atmosphere, and Customer engagement on Customer Loyalty at Toko Kopi Mergan in Ponorogo. Involving 160 respondents, data were analyzed using the PLS-SEM technique via SmartPLS 4.0, which included Outer model testing (validity and reliability) and Inner Model testing (hypothesis). The results indicate that Experiential marketing, Store atmosphere, and Customer engagement have a positive and significant effect on Customer Loyalty. These findings imply that a combination of memorable experiences, an attractive Store atmosphere, and strong engagement serves as a key strategy to effectively retain customers.