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All Journal Jurnal Riset Kedokteran Bandung Conference Series : Medical Science Fuse-teknik Elektro Digital Innovation : International Journal Of Management Green Inflation: International Journal of Management And Strategic Business Leadership Epaper Bisnis: International Journal Entrepreneurship and Management Dinamika Sosial: Jurnal Pengabdian Masyarakat Dan Transformasi Kesejahteraan Harmony Management: International Journal of Management Science and Business Management Dynamics: International Journal of Management and Digital Sciences Global Management: International Journal of Management Science and Entrepreneurship Journal of New Trends in Sciences
Mia Kusmiati
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Health Professions Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Medicine & Pharmacology Neuroscience Nursing Public Health

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Quality Management–Based Marketing Strategy for Kombucha ‘Rumah SCOBY DBA’: A Study at Yayasan Dharma Bintang Akademia Hari Mulia; Suca Rusdian; Junaedi Junaedi; Andri Muhamad Nuroni; Mia Kusmiati; Yeti Rosita; Dini Nurhayati; Sovian Aritonang; Avinash Pawar
Global Management: International Journal of Management Science and Entrepreneurship Vol. 1 No. 3 (2024): August : International Journal of Management Science and Entrepreneurship
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/globalmanagement.v1i3.440

Abstract

This study analyzes the strategic role of quality-based marketing models in enhancing the competitiveness of kombucha products, with a specific focus on Rumah SCOBY DBA, produced by the Yayasan Dharma Bintang Akademia. By integrating Total Quality Management (TQM), Quality Assurance (QA), and Quality Control (QC), the research explores how quality-driven frameworks contribute to marketing effectiveness, consumer trust, brand positioning, and sustainable performance in the functional beverage industry. Employing a Systematic Literature Review (SLR) combined with conceptual analysis, the study systematically examined publications from 2015 to 2025 across leading academic databases, focusing on themes of quality management, functional beverage marketing, kombucha production, consumer behavior, and digital strategies. The findings reveal that product quality—characterized by fermentation stability, microbiological safety, and nutritional consistency—serves as the primary driver of consumer purchase intention. Process quality, through standardized SOPs, hygiene protocols, and traceability systems, reinforces credibility, while service quality, including transparent labeling, health education, and digital engagement, strengthens brand trust. Integrating TQM principles into marketing fosters consumer loyalty, differentiates brands in competitive markets, and supports long-term sustainability. This study provides practical guidance for producers, community-based enterprises, and policymakers to adopt quality-driven marketing models, offering a novel conceptual framework tailored to kombucha products and mapping future research directions in functional beverage innovation.
Co-Authors Ahmad Hasyim Alice Agatha Delfreeta Aritonang Andi Ningrat Andri Muhamad Nuroni Ariko Rahmat Putra Asep Gema Nurochmat Avinash Pawar Diana Rahmi Dini Nurhayati Diva Ananda Silva Elly Marliyani F. Sukma Wahyudin Faqiekha Jauziyah Al-Faghiyah H. Nugraha Sutadipura Hadi Sunyata Hari Imbrani Hari Mulia Hendra Jatnika Hosianna Stephany Aritonang Irman Nurichsan Isyah Iwan Setiawan Junaedi Junaedi Lisa Adhia Garina M. Haris Sudrajat Megha Sakova Meike Rachmawati Muhammad Mufti Dewantara Nadia Putri Meiliyana Nita Eldiani Nurul Annisa Abdullah Panca Bagja Mohamad Pandith A.Arismunandar Prihantoro, Kasih Priyanto Priyanto Raden Kince Sakinah Refi Maya Arlita Reynindita Alya Harsyanti Rizki Perdana Rosady, Dony Septriana Sayida Nafisa Siti Namirah Nurul Rachmah Sovian Aritonang Suca Rusdian Suhirwan, Suhirwan Sundari, Sri Totok Imam Santoso Triya Mustika Sukendar Udayat Udayat Wiwiek Setiowulan Yeti Rosita