The Role of Communication as Mediator of the Commitment Effect on the Marine Fish Supply Chain Performance at Bangliau in Bagansiapiapi Riau, Indonesia
Abstract This survey study aims to analyse the role of communication as a mediator of the commitment effect on the marine fish supply chain performance to bangliau (distributors’ fish landing site) in Bagansiapiapi, Riau Province, Indonesia. The unit of analysis for this study was 40 units bangliau, namely a place of collection, distribution, and marketing of fish. Respondents were 40 bangliau owners/managers who were taken by the census method. The data was collected using a closed questionnaire, containing several statements measured by a 5-point Likert scale. The data collected includes communication (language, clarity of message content, communication frequency, decision without pressure, and communicates honesty); commitment (affective, avoiding opportunists, normative, continuous improvement, goal oriented, confidence); and supply chain performance (the smoothness of the goods flow, money flow, and information flow). There were two hypotheses proposed in this study: commitment has a positive and significant effect on the marine fish supply chain performance in bangliau (H1); and commitment mediated by communication has a positive and significant effect on the marine fish supply chain performance in bangliau (H1a). The data were analysed using the Structural Equation Model (SEM) method, using the Smart Partial Least Square (SmartPLS) software version 3.0. The results show that commitment has a significant effect on the marine fish supply chain performance, but the role of communication as a mediator can further increase the commitment effect. The reason is that communication can increase understanding and help equalize perceptions of the marine fish supply chain among the entities involved.