Kajian Bisnis STIE Widya Wiwaha
Vol 33 No 1 (2025): JURNAL KAJIAN BISNIS

The Influence of Internal Marketing Practices on Employee Satisfaction Private Universities in Yogyakarta

Chasanah, Uswatun (Unknown)
Mathori, Muhammad (Unknown)

Article Info

Publish Date
25 Jan 2025

Abstract

This study aims to evaluate the impact of Internal Marketing dimensions on employee satisfaction. The dimensions analyzed in internal marketing include leadership support, training and development, information and communication, and rewards. This research was conducted in 2022 involving 25 employees from a college in Yogyakarta as respondents. For data analysis, multiple regression and Smart PLS version 3.29 software were used. The analysis results indicate that only the dimension of information and communication has a positive and significant effect on employee satisfaction, thus confirming the hypothesis. Meanwhile, the direct effects of leadership support, training and development, and rewards on job satisfaction were not confirmed.

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Journal Info
Kajian Bisnis STIE Widya Wiwaha
Website

Abbrev

jkb

Publisher

Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha

Subject

Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Kajian Bisnis (JKB) is a peer review journal published twice a year (January and July) by Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha. Jurnal Kajian Bisnis (JKB) is a peer review journal published twice a year. It is particularly receptive to research relevant to the practice of Business within ...