<![CDATA[Employee retention is essential for maintaining academic service quality and institutional knowledge in universities. At Telkom University, variations in employee satisfaction indicate the need to understand organizational factors associated with work engagement and turnover intention. This study examined the effects of internal branding and perceived organizational support on turnover intention through work engagement among lecturers and academic support staff. A quantitative, cross-sectional causal survey was conducted involving 328 respondents selected from a population of 1,808 employees. Data were collected using a five-point Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results showed that internal branding positively affected work engagement (? = 0.430; p < 0.001) and turnover intention (? = 0.510; p < 0.001). Perceived organizational support positively affected work engagement (? = 0.372; p < 0.001) but had no significant effect on turnover intention (? = 0.010; p = 0.877). Work engagement did not significantly affect turnover intention and did not mediate the effects of internal branding or perceived organizational support. The model explained 55.4% of the variance in work engagement and 32.6% of the variance in turnover intention. Internal branding and organizational support strengthened work engagement; however, turnover intention was not explained through work engagement, indicating that additional organizational and individual factors should be investigated in future research.]]>
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