<![CDATA[General Background Sustaining consumer commitment in staple commodities like eggs is crucial for distributors. Specific Background Despite intense price wars and higher pricing, Rumah Telur Martubung successfully maintains a strong customer base. Knowledge Gap Previous literature frequently distorts marketing mix influences by conflating promotional variables with service quality, failing to isolate the direct impact of physical characteristics and affordability on action loyalty. Aims This study analyzes the partial and simultaneous effects of product quality and pricing on customer loyalty at Rumah Telur Martubung. Results Multiple linear regression on 60 respondents reveals that both variables positively and significantly dictate loyalty, contributing 48.5% to its variance, with pricing demonstrating dominant partial influence over repurchase decisions. Novelty This research focuses exclusively on the value-for-money ratio, proving that economic utility calculation supersedes emotional brand attachment in homogeneous staple markets. Implications Management must synchronize price adjustments with strict quality control and intensive sorting to maintain long-term action loyalty. Highlights Consumers calculate economic utility rather than developing emotional brand attachment in homogeneous staple markets. Pricing demonstrates dominant influence over repurchase decisions compared to physical product characteristics. Price adjustment policies must synchronize with strict quality control and intensive physical sorting. Keywords Action Loyalty; Value For Money; Staple Commodities; Product Quality; Pricing Strategies]]>
