International Journal of Engineering Research and Technology. ISSN 0974-3154, Volume 13, Number 10 (2020), pp. 2729-2735 © International Research Publication House. https://dx.doi.org/10.37624/IJERT/13.10.2020.2729-2735 2729 Increasing Customers Loyalty MSME of Focused E-Marketing and Quality of Service Mu’ah 1 , Umar Yeni Suyanto 2 , Kuntoaji Dwi Syaputro 3 , Siti Musarofah 4 , Nurul Qomariah 5 1, 2, 3, 4 Institut Tehnologi Dan Bisnis Ahmad Dahlan Lamongan, 5 Universitas Muhammadiyah Jember Corresponding Author: Nurul Qomariah 5 Orchid id: 0000-0001-8662-8904 Abstract This study aims to examine and analyze the direct effect of E- marketing and service quality on customer loyalty. This research was conducted at the Convection MSME "Arya Project" Babat. The population in this study were all customers recorded for the period September 2019 - January 2020, totaling 100 customers. The number of research samples is 100 customers who are also members of the population. Data analysis used the SPSS for windows application version 24.0. The results showed that the e- marketing variable had a positive and significant effect on customer loyalty with the e-marketing regression coefficient of 0.555 with a significance value of 0.000> 0.05. Service quality variables have a positive and significant effect on customer loyalty with a regression coefficient of 0.240 with a significance value of 0.002> 0.05. Overall the results of the research have the implication that e-marketing can help customers interact directly and can expand marketing reach and with good quality customers will always use the product and will not switch to other products. Keywords: e-marketing, customer quality, customer loyalty, convection UMKM. I. INTRODUCTION In line with the current increase in Indonesia's population, which has reached approximately 268,583,000 people, the need for clothing is also increasing. This increase in population was also matched by increasing the number of textile industries in Indonesia that have been listed on the Indonesia Stock Exchange, the textile and garment sub-sector by 43 companies (Ezez 2019/b/). Data from the Central Statistics Agency (BPS) in mid-2019 noted that the production of the apparel industry grew by 29.19% on an annual basis. Meanwhile, on a q-t-q basis, this sector grew by 8.79%, the second highest after the furniture industry. According to the records of the Central Statistics Agency (BPS), it turns out that the national textile and textile product (TPT) industry, the apparel industry recorded the largest export value. Throughout 2018, the apparel industry recorded exports worth US $ 8.62 billion with a growth of 8.9% y-o-y. On the other hand, exports of the textile industry over the past year were valued at US $ 4.651 billion, down 0.1% compared to 2017 which was valued at US $ 4.655 billion. This indicates that the Indonesian convection industry has also increased (Ezez 2019/a/). The growth of the textile industry will have an impact on the growth of the downstream industry, namely the convection industry to meet people's clothing needs. Increasing the convection industry is because the needs of society are constantly changing with new modes. Community life from time to time is increasingly developing, this is marked by the needs of society that were previously traditional to become modern. The development of this business world has been marked by increasingly fierce competition. No exception in the convection industry. This convection industry must understand new clothing fashions so that it can increase sales turnover, and also can compete with other convection industries. This is due to the increasingly wide open flow of globalization for every business actor. The emergence of very fierce competition causes businesses to compete with each other to be able to face competition and gain a competitive advantage. Because of this, every company is required to be able to create products with the best specifications so that customer desires can be fulfilled. Any industry can survive if it has customers who are loyal to the products offered by the industry. Therefore paying attention to customer desires is the main goal of a business. If the customer's wishes are considered, the customer will feel that their expectations can be fulfilled (Kotler eta Amstrong 2008/). Customers who feel that their desires are taken care of will feel satisfied Satisfaction is the feeling of customers who feel that what is expected exceeds what they receive (Tjiptono 2007/). Customer satisfaction can also be interpreted as feeling happy about the products and services they buy (Buchari 2007/). The feeling of being satisfied with the product and the amount he has felt will make customers do positive things about these products and services (Lupiyoadi 2013/). Positive things that are usually done by satisfied customers are providing positive information about these products and services, recommending these products and services to other customers, inviting the