<![CDATA[The food and beverage (F&B) industry in Indonesia is experiencing rapid growth, intensifying competition and demanding effective business strategies for sustainability. This study aims to analyze the factors supporting the business success of Bakpia Djava in maintaining its business existence from the perspectives of an operational manager and consumers. A qualitative phenomenological approach was employed, with data collected through in-depth interviews, direct observation, and documentation. Informants were selected using purposive sampling, consisting of an operational manager and six consumers. Data were analyzed using the Miles, Huberman, and Saldana interactive model. The findings reveal that Bakpia Djava’s business success is sustained through a combination of consistent product quality, layered quality control systems, service excellence guided by the “Queen and King” philosophy, digital marketing innovation integrated with traditional production methods, and strong brand equity built through strategic legitimacy events and international recognition. Consumer perceptions confirm high satisfaction across product taste, packaging, price fairness, and service quality, which collectively drive repurchase intentions and word-of-mouth promotion. These results align with Resource-Based View theory, demonstrating that unique, inimitable organizational capabilities constitute the foundation of sustainable competitive advantage in the traditional culinary industry]]>
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