The purpose of the study was to determine the effect of the cafe atmosphere, service quality on customer loyalty with customer satisfaction as an intervening variable at Cafe Dontea in Pemalang. This research is quantitative research with a survey approach. The sample of this study were 100 respondents using the Probability Sampling technique. This research instrument uses a questionnaire test tool used classical assumptions, data analysis test and hypothesis testing. The results of this study state that the cafe atmosphere and service quality have a positive effect on customer loyalty, customer satisfaction has a positive effect on customer loyalty, the cafe atmosphere has no effect on customer satisfaction, service quality has no effect on customer satisfaction. The results of the Sobel Test concluded that customer satisfaction mediate the relationship between the cafe atmosphere on customer loyalty and service quality on customer loyalty.