Optimization Strategy for Facilities and Marketing at Gita Pawestri Canteen to Increase Customer Satisfaction

This study aims to analyze the optimization of facilities and marketing strategies at the Gita Pawestri Canteen, PT PAL Indonesia (Persero), to enhance customer satisfaction and operational efficiency. Using a qualitative descriptive method, data were collected through interviews, observations, questionnaires, and documentation involving key stakeholders such as the Strategic Planning, Technology, Area, and Canteen Management divisions. Thematic analysis was conducted using NVivo software, producing coded themes, word clouds, and mind maps to explore the relationships among variables such as service quality, cleanliness, comfort, pricing, digitalization, and customer loyalty.The findings highlight that customer satisfaction is the core focus of canteen optimization. Dominant themes include service quality, digital marketing, menu variety, layout improvement, and loyalty programs. The application of the SERVQUAL model, Servicescape theory, and Technology Acceptance Model (TAM) helped interpret customer perceptions and expectations. Challenges such as inconsistent pricing, limited digital services, poor ventilation, and non-standardized tenant performance were also identified. Strategic recommendations include enhancing the physical environment (cleanliness, comfort, lighting), integrating digital systems (cashless payment, digital menus, customer reviews), menu innovation, loyalty programs, and improving staff professionalism. These efforts are expected to not only improve service quality and customer experience but also support employee welfare, increase customer retention, and strengthen the institutional brand image. This research contributes to the development of sustainable and competitive canteen management practices in state-owned enterprises.