<![CDATA[Building-material retail SMEs operate in an increasingly competitive environment due to the growth of similar traditional stores, the expansion of modern retailers, and the ease of purchasing construction supplies through digital platforms. Under these conditions, customer loyalty becomes a strategic factor for business sustainability. This study aims to explain how personal service contributes to the formation of customer loyalty in a building-material SME owned by Yohana Mariane Hutabarat, established in 2023. A descriptive qualitative approach was employed, using in-depth interviews with the owner and repeat customers. The data were examined through thematic analysis involving data reduction, theme organization, and conclusion drawing. The findings indicate that personal service strengthens loyalty through three main pathways: (1) consultative assistance that helps customers address technical needs and make confident purchase decisions, (2) interpersonal closeness that creates comfort and a positive shopping experience, and (3) consistent service delivery that fosters trust and encourages repeat purchases and recommendations. Overall, personal service functions as a distinctive competitive advantage for building- material SMEs because it is rooted in direct social interaction and contextual understanding of customers, making it difficult for large-scale retailers to replicat.]]>
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