As the fourth-largest coffee producer and the fifth-largest coffee consumer in the world, Indonesia's coffee industry is experiencing rapid growth. This development is driven by the growing coffee-drinking culture among Generation Y and Z. Consequently, coffee businesses in Indonesia are flourishing, leading to increasingly intense competition. Hutan Hujan Dramaga, a local coffee shop located in Dramaga, Bogor, is leveraging this vast market potential. However, the shop is concerned about its business sustainability due to the growing number of coffee shops in the Dramaga area. With this heightened competition, it is crucial for Hutan Hujan Dramaga to maintain customer loyalty, particularly in the form of repeat purchases. By investigating the impact of the 7Ps marketing elements on customer satisfaction—which in turn drives repurchase intention—this study aims to offer a marketing strategy solution for Hutan Hujan Dramaga. Using the S-O-R framework to analyze consumer behavior, the study identifies the relationship between the 7Ps and customer satisfaction. Through the PLS-SEM method supported by the SmartPLS software, the findings reveal that the People element has the strongest impact on customer satisfaction (path coefficient = 0.195), followed by Product (0.190), Place (0.181), and Physical Evidence (0.127). Meanwhile, Process, Price, and Promotion do not significantly influence customer satisfaction at Hutan Hujan Dramaga.Based on these results, the proposed marketing strategies including Designing marketing campaigns that emphasize the ambiance of Hutan Hujan, Re-evaluating the food and beverage delivery processes to enhance efficiency and customer satisfaction, and Introducing a special student menu with more affordable pricing.