A Development Model for Madura Batik Smes:

the Roles of Brand Image, Product Quality, Customer Satisfaction, and Purchase Decisions

Abstract

Purpose: This study examines the effects of brand image and product quality on customer satisfaction and purchase decisions among Madura Batik consumers, while also investigating the mediating role of customer satisfaction in these relationships.

Research Method: A quantitative research design was employed involving 150 Madura Batik consumers in Pamekasan Regency, Indonesia. Data were collected through a structured questionnaire and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to assess both direct and indirect relationships among brand image, product quality, customer satisfaction, and purchase decisions.

Results and Discussion: The findings indicate that brand image and product quality positively and significantly influence customer satisfaction. Brand image, product quality, and customer satisfaction also positively affect purchase decisions. Furthermore, customer satisfaction significantly mediates the relationship between brand image and purchase decisions, highlighting its important role in translating positive brand perceptions into purchasing behavior.

Implications: Madura Batik businesses should strengthen brand positioning and maintain consistent product quality to enhance customer satisfaction and encourage purchase decisions. Future studies may examine additional behavioral and cultural factors across broader consumer segments.

Originality: This study provides empirical evidence on customer satisfaction as a mediating mechanism linking brand image to purchase decisions within the culturally distinctive Madura Batik industry.