Pengaruh Pemasaran Internalterhadapkinerja Tenaga Pengajardimediasikomitmenorganisasional Dandimoderasimaven (Studipada Universitashasanuddinmakassar

Hakim, Haeriah (2018) Pengaruh Pemasaran Internalterhadapkinerja Tenaga Pengajardimediasikomitmenorganisasional Dandimoderasimaven (Studipada Universitashasanuddinmakassar. Doktor thesis, Universitas Brawijaya.

Abstract

Berbagai studi telah dilakukan di bidang pemasaran internal, yang mana menyelidiki hubungannya dengan berbagai variabel di bidang manajemen, seperti orientasi pemasaran, kinerja internal dan eksternal dan lain-lain. Pemasaran internal telah dilaksanakan pada berbagai jenis bisnis dan institusi dengan berbagai latar belakang dan tujuan yang berbeda-beda. Studi difokuskan pada salah satu tujuan pemasaran internal sebagai pembaruan pengetahuan. Hasil studi mengenai hubungan pemasaran internal dengan kinerja bervariasi. Oleh karenanya digunakan variabel maven yang merupakan individu dengan karakteristik utam mencari dan berbagi pengetahuan digunakan dengan pendekatan manajemen pengetahuan. Studi ini ditujukan untuk mengkaji hubungan pemasaran internal dengan kinerja dengan dimediasi oleh komitmen organisaional dan peran maven sebagai moderator. Studi dilaksanakan di universitas Hasanuddin dengan melibatkan 126 tenaga pengajar sebagai responden. Data dikumpulkan melalui kuesioner dan dianalisa menggunakan Warp PLSc.5. Hasilnya menunjukkan bahwa terdapat hubungan yang kuat antara pemasaran internal dengan komitmen organisasional dan kinerja dosen, namun demikian komitmen organisaional tidak memdiasi hubungan antara pemasaran internal dengan kinerja. temuan studi menunjukkan bahwa maven adalah moderator dalam hubungan antara pemasaran internal dan komitmen organisasional terhadap kinerja dosen.

English Abstract

There are numerous studies about internal marketing, all of which examining its relationship with many different studies in the area of management, such as job satisfaction, market orientation, internal and external performance, etc. Internal marketing is adopted and applied by many kinds of businesses and institutions with various background and different purposes. There are vary result on the impact of internal marketing on performance. The examination focused on the notion that one of the purpose of internal marketing is new knowldedge generation. Therefore, the variable maven as individuals with knowledge seeking and sharing thread and knowledge management approach is put forward. This study is aimed at investigating the relationship between internal marketing and performance of teaching staf mediated by organizational commitment, investigate whether organizational commitment mediate the relationship between internal marketing towards performance. This study also investigate the role of maven in the relationship between internal marketing and organizational commitment to employee performance. The study conducted in Hasanuddin University, involving 126 lecturers as respondent. The data collected via questionnaire survey and analyzed using Warp PLS 5. The result shows that there are strong relationship between internal marketing and organizational commitment and to employee performance, however organizational commitment is not mediating the two variable. The findings of the study shows that maven moderates the relationship between internal marketing and employee performance also on the relationship between organizational commitment and lecturer’s performance.

Other obstract

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Item Type: Thesis (Doktor)
Identification Number: DIS/658.8/HAK/p/2018/061901338
Uncontrolled Keywords: pemasaran internal, komitmen organisasional, kinerja dan maven,-internal marketing, organizational commitment, employee performance, maven.
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: S2/S3 > Doktor Ilmu Manajemen, Fakultas Ekonomi dan Bisnis
Depositing User: Endang Susworini
Date Deposited: 27 Apr 2022 02:11
Last Modified: 27 Apr 2022 02:11
URI: http://repository.ub.ac.id/id/eprint/190203
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