Penelitian ini menggunakan pendekatan kuantitatif dengan teknik analisis Structural Equation Model (SEM) dan software AMOS 22.0. Pengolahan data dalam penelitian ini dilakukan dengan menggunakan kuesioner sebanyak 101 responden, dengan karakteristik responden adalah pria dan wanita, pelanggan Kafe Excelso A.Yani di Surabaya yang berdomisili di Surabaya, berusia 18-60 tahun, sudah pernah mengunjungi Kafe Excelso A.Yani di Surabaya dalam kurun waktu satu kali dalam satu tahun terakhir, pernah menikmati suasana Kafe, dan pernah membeli makanan dan minuman di Kafe Excelso A.Yani di Surabaya/This research uses a quantitative approach with Structural Equation Model (SEM) analysis techniques and AMOS 22.0 software. Data processing in this study was conducted using a questionnaire as many as 101 respondents, with the characteristics of the respondents being male and female, customers of the Excelso A. Yani Café in Surabaya who are domiciled in Surabaya, aged 18-60 years, have visited Excelso A. Yani Cafe in Surabaya. in the past one year, have enjoyed the atmosphere of a cafe, and have bought food and drinks at the Excelso A. Yani cafe in Surabaya.