Indonesian Journal of Law and Economics Review
Vol 18 No 3 (2023): August
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


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  • Tasya Fahillatus Sholikha*,
  • Nuri Purwanto
Tasya Fahillatus Sholikha
Sekolah Tinggi Ilmu Ekonomi PGRI Dewantara Jombang, Indonesia *
Nuri Purwanto
Sekolah Tinggi Ilmu Ekonomi PGRI Dewantara Jombang, Indonesia

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/ijler.v18i3.954
Published August 10, 2023
Keywords
  • Mushroom Seed Market,
  • Customer Loyalty,
  • Product Quality,
  • After-Sales Service,
  • Competitive Environment
How to Cite
Sholikha, T. F., & Purwanto, N. (2023). Enhancing Customer Loyalty in Mushroom Seed Market: Role of Product Quality and After-Sales Service. Indonesian Journal of Law and Economics Review, 18(3). https://doi.org/10.21070/ijler.v18i3.954

Copyright (c) 2023 Tasya Fahillatus Sholikha, Nuri Purwanto

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

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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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