This study aims to analyze the effect of service quality, product quality and store atmosphere on customer satisfaction at the Mie Gacoan 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 110 respondents and the data is processed using SPSS. The research method used in this research is multiple regression analysis. The results showed that product quality insignificant effect on customer satisfaction, service quality and location had a positive and significant effect on customer satisfaction.