The purpose of this research is to determine whether there is an effect of service quality, store
atmosphere and price fairness on customer satisfaction and their impact on customer loyalty at
Mixue Ice Cream and Tea. An online questionnaire with the purposive sampling method was
distributed to collect primary data, there were 205 respondents in total who filled out this survey.
However, 55 respondents will be excluded from this research because their responses failed to
meet the criteria for participation. As a result, there are 150 valid respondents. The data were
analyzed using the SmartPLS version 4 software with Structural Equation Modelling (SEM)
approach. The results of the research show that service quality, store atmosphere and price fairness
have an impact on customer satisfaction of Mixue Ice Cream and Tea, while customer satisfaction
has an impact on customer loyalty of Mixue Ice Cream and Tea.