<![CDATA[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]]>
