Pekanbaru is one of the cities in Indonesia where the number of new coffee shops increase year by year. Unfortunately, beside those new coffee shops, there are also many old coffee shops cannot maintain their business and finally closed. Thus, this research aimed to analyze the effect of consumers motivation and marketing mix (7P) on visit decisions and consumers loyalty at coffee shops in Pekanbaru. This research used a quantitative method with 207 respondents. The data processing and analysis techniques consist of validity and reliability tests, descriptive analysis (consumers characteristics and visit decisions), and linear regression analysis (classical assumption test, linear regression equation, partial test, simultaneous test, and coefficient of determination test). This research showed that consumers motivation, product, promotion, people, physical evidence, and process partially have a positive and significant effect on visit decisions. The consumers motivation, product, price, promotion, place, people, physical evidence, and process simultaneously have a positive and significant effect on visit decisions. The consumers motivation, product, physical evidence, and process partially have a positive and significant effect on consumers loyalty. The consumers motivation, product, price, promotion, place, people, physical evidence, and process simultaneously have a significant effect on consumers loyalty. The decision to visit has a positive and significant effect on consumers loyalty. Keywords: coffee shop, consumers loyalty, consumers motivation, marketing mix, visit decision