<![CDATA[Purpose – This study aims to examine Generation Z’s perceptions of service quality and brand image at Berkah Jaya Cafe Banyuwangi and to explore how service quality contributes to the formation of brand image in the competitive local cafe industry. Design/Methodology/Approach – This study employed a descriptive qualitative approach using a case study method. Data were collected through in-depth interviews, observations, and documentation involving cafe owners, employees, and Generation Z customers. The data were analyzed to identify customer perceptions of service quality and the role of service experiences in shaping brand image. Findings – The findings indicate that service quality, particularly employee friendliness, responsiveness, and a comfortable cafe atmosphere, plays an important role in building a positive brand image among Generation Z consumers. A strong and relevant brand image that aligns with Generation Z’s preferences enhances customer interest, encourages repeat visits, and generates positive word-of-mouth for Berkah Jaya Cafe Banyuwangi. Originality/Value – This study contributes to the service marketing and consumer behavior literature by exploring the relationship between service quality and brand image from the perspective of Generation Z within a local cafe context. The findings provide practical insights for small and medium-sized cafe businesses in developing customer-oriented service strategies and strengthening brand positioning to improve customer loyalty and competitiveness.]]>
