The Effect of Total Quality Management and Customer Relationship Management on Student Satisfaction at SMA Pusaka Nusantara 2 Bekasi with Brand Image as a Mediation Variable

Abstract

This study aims to explain the influence of Total Quality Management (TQM) and Customer Relationship Management (CRM) on student satisfaction with brand image as a mediating variable at SMA Pusaka Nusantara 2 Bekasi. This study is an explanatory research that focuses on testing the causal relationship between variables that play a role in shaping student satisfaction, especially in the context of service quality and school image. This study uses a quantitative approach with a survey method by distributing questionnaires to 150 respondents consisting of students in grades X, XI, and XII. Data analysis was carried out using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4, through the stages of outer model testing, inner model testing, and hypothesis testing. The results of the study indicate that: (1) Total Quality Management has a positive and significant effect on student satisfaction; (2) Customer Relationship Management has a positive and significant effect on student satisfaction; (3) brand image has a positive and significant effect on student satisfaction; (4) brand image mediates the effect of Total Quality Management on student satisfaction; and (5) brand image mediates the effect of Customer Relationship Management on student satisfaction. The R² value of 0.685 indicates that the model is able to explain 68.5% of the variation in student satisfaction. Overall, this study confirms that service quality, the quality of the school-student relationship, and school image contribute significantly to shaping student satisfaction. These findings provide important implications for school management to strengthen the implementation of TQM, improve the effectiveness of CRM, and optimize brand image management to increase satisfaction and the competitiveness of educational institutions.