Pengaruh Internal Marketing, Budaya Organisasi, dan Keterlibatan Kerja Terhadap Kinerja Karyawan
DOI:
https://doi.org/10.35801/tsss.v7i2.63680Keywords:
internal marketing, kepuasan kerja, komitmen organisasional, kinerja karyawanAbstract
Penelitian ini bertujuan untuk menguji model empiris yang menghubungkan pemasaran internal, budaya organisasi, dan keterlibatan kerja terhadap kinerja karyawan pada Industri Hotel di Kota Manado. Selain itu, penelitian ini lebih jauh menyelidiki jalur pengaruh strategi pemasaran internal pada kinerja karyawan dengan memasukkan budaya organisasi dan keterlibatan kerja sebagai mediator. Temuan penelitian ini memiliki implikasi mendalam dan menekankan pentingnya peran pemasaran internal dalam pengelolaan sumber daya manusia dalam industri perbankan. Penelitian ini menggunakan metode survey dengan pendekatan deskriptif kuantitatif. Populasi dalam penelitian ini adalah seluruh karyawan Hotel di Kota Manado. Sampel penelitian diambil dengan teknik Convenience sampling. Teknik Analisis data, dijaring melalui sebaran kuesioner yang diberi nilai dan ditabulasikan untuk kemudian dianalisis dan jawaban yang diperoleh responden sesuai dengan nilai variabel yang telah ditetapkan selanjutnya akan dianalisis dengan menggunakan bantuan software SmartPLS, dimana teknik analisis data ini dilakukan untuk mengetahui pengaruh dengan pendekatan analisis Structural equation model (SEM). Hasil penelitian menunjukan bahwa internal marketing, budaya organisasi, dan keterlibatan kerja berpengaruh signifikan terhadap kinerja karyawan.
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