EVALUASI PENERAPAN PRINSIP MANAJEMEN MUTU TOTAL TERHADAP PENURUNAN KUALITAS BERAS DAN LOYALITAS PELANGGAN PADA SALAH SATU PABRIK PADI DI DESA TEGAL REJO, BELITANG, OKU TIMUR, SUMATERA SELATAN

Abstract

This study aims to evaluate the implementation of Total Quality Management (TQM) principles concerning the decline in rice quality and customer loyalty at a rice mill located in Tegal Rejo Village, Belitang District, East Ogan Komering Ulu Regency, South Sumatra Province. This research employs a descriptive qualitative method, with data collection techniques including observation, in-depth interviews, and documentation involving the production manager, employees, and regular customers. The research results indicate that the implementation of TQM principles, such such as customer focus, employee involvement, continuous improvement, and process and system approach, has not been fully optimized. This is evident from the unstable rice quality and the declining level of customer loyalty, caused by a lack of quality control, limited human resources (HR), the absence of training, inadequate drying area capacity, and weak inter-departmental coordination. Therefore, a comprehensive improvement in TQM implementation is necessary through management commitment, continuous training, and consistent quality evaluation to enhance rice product quality and maintain customer loyalty.