This study aims to analyze the effect of service quality, product quality and store atmosphere on customer satisfaction at the Popies Store in Purwokerto. The sampling technique used in this study used non-probability sampling with a purposive sampling approach obtained through distributing questionnaires. The number of samples obtained using Slovin's calculation is 130 respondents and the data is processed using SPSS. The research method used in this research is multiple regression analysis. The results showed that service quality had a positive and insignificant effect on customer satisfaction, product quality and store atmosphere had a positive and significant effect on customer satisfaction.