This research aims to find out whether improving the quality of service to customers will maintain customer loyalty at UD Sapu Jagad Ponorogo. The research method used is the description method, where a clear picture will be explained regarding the strategies implemented at UD Sapu Jagad Ponorogo. Information was obtained from direct observations in the field and conducting interviews with informants from UD Sapu Jagad. Based on the research results above, it can be concluded that improving service quality has a big influence on customer loyalty at UD Sapu Jagad. This means that the better the quality of service provided, the more customer loyalty will increase. Customers are satisfied with the services provided, then these customers will return again to enjoy the services provided. Apart from that, the suggestion for companies is to conduct work evaluations or meetings once a month to see whether the quality of service is running well.