Internal Marketing: Study of Lecturer Organizational Commitments on Private University in Indonesia

Abstract

The purpose of this research is to examine the organizational commitment model based on a three component of organizational commitment (Meyer, Stanley, Herscovitch, & Topolnytsky, 2002). This research used multidimensional variables that affect organizational commitment in an integrated manner namely religiosity, internal marketing, organizational justice and job satisfaction. The method of data collection was done by using a survey through questionnaire. The number of samples of 200 people used non-probability sampling with a purposive sampling method. Description of respondents' assessments of constructs had a higher mean value than the standard deviation of 4 and 5, which means that the research construct was good and very good. The results of the SEM assumption tests were all normally distributed data with a critical ratio of ± 2.58. Measurement model test results using confirmatory factor analysis (CFA) were all valid indicators which confirmed latent variables. Validity used convergent validity with a loading factor ≥ 0.50. The reliability test resulted construct validity ≥ 0.70, while the results of the variance extracted above ≥0.50. The structural model modification test results can be seen from the goodness of fit that showed the value of good fit. Not all hypotheses were proven, internal marketing affected organizational justice, organizational justice influenced job satisfaction, job satisfaction was proven to affect organizational commitment and internal marketing was proven to influence organizational commitment mediated by organizational justice and job satisfaction. Overall, the results of this research indicated that organizational commitment was influenced by various factors, namely internal marketing, organizational justice and job satisfaction, while religiosity either directly or indirectly did not affect organizational commitment.

Keywords : religiosity, internal marketing, organizational justice, job satisfaction, organizational commitment.

DOI: 10.7176/EJBM/12-2-06

Publication date: January 31^st 2020