PENGARUH INTERNAL MARKETING TERHADAP KINERJA DOSEN DAN KARYAWAN ADMINISTRASI UNIVERSITAS WIDYATAMA BANDUNG

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PENGARUH INTERNAL MARKETING TERHADAP KINERJA DOSEN DAN KARYAWAN ADMINISTRASI UNIVERSITAS WIDYATAMA BANDUNG

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Title: PENGARUH INTERNAL MARKETING TERHADAP KINERJA DOSEN DAN KARYAWAN ADMINISTRASI UNIVERSITAS WIDYATAMA BANDUNG
Author: Nugraha, Augustio
Abstract: The aim of this research is to explain the perception of the lecturer and administration employee of Widyatama University concerning to the internal marketing activities in Widyatama University. The concept of internal marketing is composed of three dimension, which is service training program, performance incentives and vision about excellence service. The type of research used is descriptive research that used to explain the internal marketing effect to the lecturer and administration employee performance in Widyatama University. Data is recored by means of questionnaire, the internal marketing variable is measured by using 15-item scale that developed by Foreman & Money (1995). Meanwhile the employee performance variable is measured by using 10-item scale that developed by Hasibuan (2007). A cohort of 225 respondents was identified, consisted of lecturers and administration employees of Widyatama University. Data was analysed by using the SPSS method that consisted of validity test, reliability test, classic assumption test, bivariate regression test and multivariate regression test. The testing of the bivariate regression identified that there is a positive and significant influence between internal marketing towards the lecturer & administration employee performance in Widyatama University. Meanwhile the testing of the multivariate regression identified from 3 dimensions of internal marketing dimensions that is service training program, performance incentives and vision about excellence service. Only the service training program dimension and the performance incentives dimension has a positive and significant influence towards the lecturer & administration employee performance in Widyatama University variable. Meanwhile the vision about excellence service dimensions doesn’t have a positive and significant influence towards the lecturer & administration employee performance in Widyatama University variable.
URI: http://repository.widyatama.ac.id/xmlui/handle/123456789/2724
Date: 2013


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