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Section Production Management

Enhancing Customer Loyalty in Mushroom Seed Market: Role of Product Quality and After-Sales Service

Meningkatkan Loyalitas Pelanggan di Pasar Bibit Jamur: Peran Kualitas Produk dan Layanan Purna Jual
Vol. 18 No. 3 (2023): August:
DOI : https://doi.org/10.21070/ijler.v18i3.954
Published : Aug 10, 2023

Tasya Fahillatus Sholikha (1), Nuri Purwanto (2)

(1) Sekolah Tinggi Ilmu Ekonomi PGRI Dewantara Jombang, Indonesia
(2) Sekolah Tinggi Ilmu Ekonomi PGRI Dewantara Jombang, Indonesia
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Abstract:







This study addresses the escalating competition in the mushroom seed market, particularly in East Java, where producers strive to bolster customer loyalty through product quality and after-sales service enhancements. Employing an explanatory research approach, 100 respondents were purposively sampled to assess the impact of product quality and after-sales service on customer loyalty for Nilam Jamur Jombang. Data was collected using questionnaires and analyzed through SPSS software. Results highlight a significant positive influence of both product quality and after-sales service on customer loyalty, emphasizing the potential for heightened loyalty with improved product quality and enhanced post-purchase support. This research contributes valuable insights for businesses seeking to thrive in a competitive market environment.


Highlight:



  • Intensifying Market Competition: This study delves into the mushroom seed market's intensifying competition, particularly in East Java, where producers strategically enhance customer loyalty through improvements in product quality and after-sales service.

  • Research Approach and Sample: Employing an explanatory research approach, the study involves 100 purposively sampled respondents, focusing on the impact of product quality and after-sales service on customer loyalty in Nilam Jamur Jombang.

  • Enhanced Loyalty Factors: Analysis using SPSS software unveils a significant positive correlation between product quality, after-sales service, and customer loyalty. The findings underscore the potential for heightened loyalty, emphasizing the significance of improved product quality and effective post-purchase support strategies in a competitive market landscape.


Keyword: Mushroom Seed Market, Customer Loyalty, Product Quality, After-Sales Service, Competitive Environment







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