Citra Merek Sebagai Pemediasi Antara Manajemen Kualitas Total dan Kepuasan Pelanggan di Tambak Udang Venambak

Rahmad Efendy; Infensius Gea; Ratna Ashary; Roma Pasaribu; Irwan Sinaga

doi:10.59841/glory.v3i3.3139

Authors

Rahmad Efendy Sekolah Tinggi Ilmu Ekonomi Institut Bisnis Manajemen Internasional Medan
Infensius Gea Sekolah Tinggi Ilmu Ekonomi Institut Bisnis Manajemen Internasional Medan
Ratna Ashary Sekolah Tinggi Ilmu Ekonomi Institut Bisnis Manajemen Internasional Medan
Roma Pasaribu Sekolah Tinggi Ilmu Ekonomi Institut Bisnis Manajemen Internasional Medan
Irwan Sinaga Sekolah Tinggi Ilmu Ekonomi Institut Bisnis Manajemen Internasional Medan

DOI:

https://doi.org/10.59841/glory.v3i3.3139

Keywords:

Brand Image, Customer Satisfaction, SEM-PLS, Shrimp Farming, Total Quality Management

Abstract

This study aims to analyze the role of brand image as a mediating variable in the relationship between Total Quality Management (TQM) and customer satisfaction at Venambak Shrimp Farm. The background of this study is based on the importance of quality in the competitive aquaculture industry, as well as the need to build a strong brand image to maintain customer satisfaction and loyalty. This study uses a quantitative approach with the Structural Equation Modeling–Partial Least Square (SEM-PLS) method as an analysis technique. Data were obtained by distributing closed questionnaires to consumers who had purchased shrimp products from Venambak Shrimp Farm. The analysis was conducted using SmartPLS software. The results of the study indicate that TQM has a positive and significant influence on brand image and customer satisfaction. In addition, brand image is proven to significantly influence customer satisfaction and plays a role as a mediating variable in the relationship between TQM and customer satisfaction. This means that good internal quality not only has a direct impact on satisfaction, but also indirectly through the formation of positive brand perceptions in the minds of consumers. These findings emphasize the importance of quality management strategies integrated with branding strategies in the context of the aquaculture industry. The practical implication of this research is the need for management to not only focus on improving internal processes, but also strengthening brand image in order to be able to create added value and increase customer satisfaction in a sustainable manner.

References

Al-Tit, A. A., & Nakhleh, M. H. (2021). The effect of total quality management practices on customer satisfaction in Jordanian aquaculture companies. Total Quality Management & Business Excellence, 32(5-6), 557-573. https://doi.org/10.1080/14783363.2019.1588720

Ghozali, I., & Latan, H. (2015). Partial least square: Konsep, teknik dan aplikasi menggunakan SmartPLS 3.0. Badan Penerbit Universitas Diponegoro.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Pearson Prentice Hall.

Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity (4th ed.). Pearson Education.

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.

Nugroho, R. A., & Kurniawan, R. (2023). Pengaruh Total Quality Management terhadap Kepuasan Pelanggan dengan Citra Merek sebagai Variabel Mediasi pada UMKM Olahan Ikan. Jurnal Ilmu dan Riset Manajemen, 12(2), 101-114.

Oakland, J. S. (2014). Total quality management and operational excellence: Text with cases (4th ed.). Routledge.

Partiwi, A., & Arini, H. (2021). Pengaruh citra merek terhadap keputusan pembelian produk UMKM. Jurnal Manajemen dan Bisnis Indonesia, 7(1), 45-52.

Purwanto, A. (2022). Peran citra merek dalam meningkatkan keputusan pembelian konsumen di era digital. Jurnal Ekonomi dan Bisnis Digital, 3(2), 90-101.

Rahman, M. M., & Hossain, M. S. (2020). Improving quality and safety in aquaculture value chains: The role of TQM and branding in developing countries. Aquaculture Reports, 17, 100353. https://doi.org/10.1016/j.aqrep.2020.100353

Sari, D. K., & Astuti, R. (2022). Brand image as a mediating variable in the relationship between service quality and customer loyalty in seafood product industry. Journal of Marketing Research and Case Studies, 2022, 1-12. https://doi.org/10.5171/2022.243515

Supriyanto, E., & Mawardi, M. C. (2021). Pengaruh manajemen kualitas total terhadap keputusan pembelian dengan kepuasan sebagai mediasi. Jurnal Ilmiah Ekonomi dan Bisnis, 18(1), 22-31.

Widodo, W., & Riyadi, S. (2021). Total quality management and its impact on customer satisfaction: A case study in aquaculture sector in Indonesia. International Journal of Business and Management Invention, 10(4), 55-63.

Wulandari, D., Susanti, R., & Nugroho, Y. (2020). Pengaruh manajemen kualitas total terhadap citra merek dan dampaknya pada keputusan pembelian. Jurnal Riset Manajemen dan Bisnis, 15(2), 133-140.

Zhang, Y., & Wang, L. (2020). The effect of brand image on consumer satisfaction and loyalty in the Chinese aquaculture market. Marine Policy, 118, 103982. https://doi.org/10.1016/j.marpol.2020.103982