The findings of problems related to store atmosphere and service quality on customer satisfaction are the impetus for this research. This study aims to examine how customer satisfaction at KFC Purus Veteran Padang City is influenced by store atmosphere and service quality. Quantitative research is the methodology used. Primary data is the type of data used in this study. The participants in this study were consumers of KFC Purus Veteran Padang City. This study involved a sample size of 97 consumers, who were selected through the non-probability sampling method. Data collection was carried out using a Likert scale questionnaire that had been tested for validity and reliability. The data were analyzed using SPSS 23.00 software. The findings show that the store atmosphere received a high rating of 4.08% which indicates a positive perception among consumers. In addition, consumer satisfaction was rated at 3.68% and service quality at 3.49%, both of which fell into the satisfactory category. The results also show a significant effect of store atmosphere (X1) and service quality (X2) on customer satisfaction (Y). The Adjusted R Square value of 0.187 indicates that these variables explain 18.7% of the variance in customer satisfaction, while the remaining 81.3% is influenced by other factors not examined in the study. Translated with DeepL.com (free version). Next, the F value is calculated with sig. 0.000 < 0.05 is 12,070.

Currently, the development of business in Indonesia is very rapid, especially in the culinary or food sector. This increase phenomenon is based on one of the government's roles in efforts to improve the impact of the COVID-19 pandemic, namely the Micro, Small and Medium Enterprises (MSME) empowerment program. UMKM Sate Sahabat Taichan Batam has the opportunity to develop even better. The purpose of this research is to optimize the production process of UMKM Sate Sahabat Taichan Batam in accordance with the capacity and demand of consumers so that SMEs can predict how much demand for products with separate requests for the future as well as service orders given and the total demand for these products can be known. The data collection method that we use is to conduct interviews so that we can directly get information orally and can get clear data about research problems. The results of the research that the author examines that the pattern of demand from year to year continues to increase for the product. Therefore, with the pattern of product demand that is increasing from consumer demand, the profits obtained by MSME owners are also increasing and the development of branch outlets helps overcome consumer demand.