Building Customer Loyalty Through Consistent Quality of Palm Sugar Milk Coffee at Talakopi Yogyakarta

This study aims to analyze strategies for building customer loyalty through consistent quality of palm sugar milk coffee at Talakopi Yogyakarta, considering local coffee beverage trends and intense competition in the coffee shop industry. Using a qualitative approach with a phenomenological design, data were collected through in-depth interviews, observations, questionnaires, document analysis, and literature review. The results indicate that consistent product quality—including taste, aroma, appearance, and presentation—contributes significantly to customer satisfaction, particularly in the 17–25 age group. Repeat customers (visits >3 times) showed higher satisfaction, reflecting the role of consistency in building loyalty. However, variability in aroma perception (36% rated “Quite Good”) and raw material quality (52% rated “Quite Good”) indicated a need for improvement. This study recommends raw material quality control and SOP optimization to improve product consistency. These findings provide insights for Talakopi to improve its quality standards and competitiveness.