<![CDATA[The cafe industry in Pamekasan Regency has seen significant growth in recent years. Increasingly fierce business competition requires businesses to not only provide quality products but also create a consistent service experience to maintain customer loyalty. This study aims to analyze the effect of Total Quality Management (TQM) implementation on customer loyalty in cafes in Pamekasan. The study used a quantitative approach using a survey of cafe customers who had made multiple purchases. TQM variables were measured through the dimensions of customer focus, continuous improvement, employee engagement, management commitment, and service quality control. Meanwhile, customer loyalty was measured through repurchase intentions, recommendations to others, and commitment to the cafe. The results showed that TQM implementation had a positive and significant impact on customer loyalty. Customer focus and consistent service quality were the most dominant factors in increasing customer loyalty. Furthermore, the study found that cafe customers in Pamekasan tend to consider service quality, cleanliness, comfort, and staff responsiveness before deciding to return. The continuous implementation of TQM has been proven to increase customer satisfaction while strengthening long-term relationships between cafes and consumers. This research provides theoretical contributions to the development of quality management studies in the culinary business sector, while also serving as evaluation material for cafe entrepreneurs in increasing business competitiveness.]]>
