<![CDATA[Penelitian ini bertujuan menganalisis pelayanan pelanggan dalam mendukung kepuasan konsumen di Toko Mainan Hidayah Toys Surabaya. Penelitian menggunakan pendekatan kualitatif dengan pengumpulan data melalui observasi, wawancara, dan dokumentasi. Informan terdiri atas pemilik toko, karyawan, dan konsumen yang dipilih secara purposive, sedangkan analisis data dilakukan melalui reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa pelayanan pelanggan diwujudkan melalui keramahan dalam berinteraksi, kecepatan dan ketepatan pelayanan, serta kemampuan memberikan informasi produk sesuai kebutuhan konsumen. Praktik tersebut menciptakan kenyamanan dan kepercayaan selama proses pembelian, sehingga konsumen memperoleh pengalaman berbelanja yang positif dan merasa puas. Kepuasan konsumen tercermin dari keinginan melakukan pembelian ulang dan kesediaan merekomendasikan toko kepada orang lain. Temuan ini menunjukkan bahwa kualitas interaksi, ketepatan pelayanan, dan kemampuan memahami kebutuhan konsumen menjadi aspek penting dalam membentuk kepuasan serta mendukung keberlangsungan usaha.  This study aims to analyze customer service in supporting consumer satisfaction at Hidayah Toys Toy Store in Surabaya. The study employed a qualitative approach, with data collected through observation, interviews, and documentation. The informants consisted of the store owner, employees, and consumers selected through purposive sampling, while data were analyzed through data reduction, data presentation, and conclusion drawing. The results show that customer service is demonstrated through friendly interactions, prompt and accurate service, and the ability to provide product information according to consumers’ needs. These practices create comfort and trust during the purchasing process, enabling consumers to have a positive shopping experience and feel satisfied. Consumer satisfaction is reflected in their willingness to make repeat purchases and recommend the store to others. These findings indicate that the quality of interactions, service accuracy, and ability to understand consumer needs are important aspects in fostering satisfaction and supporting business sustainability.]]>
