<![CDATA[This study aims to analyze customer value in the local culinary industry through a case study of Ano Cake in Pematangsiantar. The study employs a descriptive qualitative and quantitative approach. Data were collected through questionnaires, interviews, observations, and documentation involving 60 Ano Cake customers. The dimensions of customer value examined in this study include product value, service value, human resource value, image value, and monetary cost. The findings indicate that Ano Cake has successfully created positive customer value through premium product quality, personalized service, product innovation, and active digital marketing via social media platforms. Human resource value emerged as the most dominant dimension influencing customer perception, while service value received the lowest score, though it remained in the “good” category. This study also revealed that responsiveness in digital services, production capacity, product innovation, and the online ordering system remain critical areas requiring improvement. Overall, customer value plays a strategic role in strengthening the competitiveness and sustainability of local culinary businesses in the digital era. Keywords: customer value, customer satisfaction, culinary industry, and digital marketing.]]>
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