?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=MODEL+PEMASARAN+INTERNAL+UNTUK+MEMBANGUN%0D%0AORIENTASI+PELAYANAN+BERKUALITAS+PADA+BADAN%0D%0AKEPEGAWAIAN+DAERAH+TINGKAT+PROVINSI+DI+INDONESIA&rft.creator=A.+DANY+%2C+SAMANTHA.+D&rft.subject=300+Ilmu+sosial&rft.subject=330+Ekonomi&rft.description=Tantangan+dalam+manajemen+Aparatur+Sipil+Negara+(ASN)+yang+diuraikan%0D%0Adalam+Rencana+Strategis+Badan+Kepegawaian+Negara+2020%E2%80%932024+mengidentifikasi%0D%0Aperlunya+peralihan+dari+pola+kerja+silo+ke+kerja+kolaboratif+guna+meningkatkan%0D%0Alayanan+yang+inovatif.+Penelitian+ini+bertujuan+untuk+menganalisis+pengaruh+Internal%0D%0AMarketing+(IM)+terhadap+Employee+engagement+(Employee+Engagement%2FEE)+dan%0D%0ACo-Creation+(CC)%2C+serta+dampak+CC+terhadap+EE+dan+pengaruh+EE+terhadap+kualitas%0D%0Alayanan+(Orientation+Service+Quality%2FOSQ).+Selain+itu%2C+penelitian+ini+menguji+peran%0D%0Amediasi+CC+dalam+hubungan+antara+IM+dan+EE%2C+mediasi+EE+dalam+hubungan+antara%0D%0AIM+dan+OSQ%2C+serta+moderasi+Authentic+Leadership+(AL)+pada+pengaruh+CC+terhadap%0D%0AEE.%0D%0APenelitian+ini+menggunakan+pendekatan+kuantitatif+dengan+sampel+409%0D%0Aresponden%2C+yang+terdiri+dari+jabatan+administrasi%2C+pengawas%2C+fungsional%2C+dan+staf+pada%0D%0ABadan+Kepegawaian+Daerah+(BKD)+tingkat+provinsi+di+Indonesia.+Pengujian+hipotesis%0D%0Adilakukan+melalui+pemodelan+persamaan+struktural+(SEM)+dengan+aplikasi+AMOS%2C%0D%0Adan+mediasi+diuji+menggunakan+Sobel+test.%0D%0AHasil+penelitian+menunjukkan+bahwa+Internal+Marketing+(IM)+berpengaruh%0D%0Apositif+dan+signifikan+terhadap+Employee+Engagement+(EE)+dan+Co-Creation+(CC).%0D%0ASelain+itu%2C+Co-Creation+(CC)+juga+berpengaruh+positif+dan+signifikan+terhadap%0D%0AEmployee+Engagement+(EE)%2C+sementara+Employee+Engagement+(EE)+berpengaruh%0D%0Apositif+dan+signifikan+terhadap+Orientation+Service+Quality+(OSQ).+Hasil+penelitian%0D%0Ajuga+mengungkapkan+bahwa+Co-Creation+(CC)+secara+signifikan+memediasi%0D%0Ahubungan+antara+Internal+Marketing+(IM)+terhadap+Employee+Engagement+(EE)%2C+dan%0D%0AEmployee+Engagement+(EE)+memediasi+secara+signifikan+hubungan+antara+Internal%0D%0AMarketing+(IM)+terhadap+Orientation+Service+Quality+(OSQ).+Authentic+Leadership%0D%0A(AL)+ditemukan+memoderasi+secara+positif+dan+signifikan+pengaruh+Co-Creation%0D%0A(CC)+terhadap+Employee+Engagement+(EE).%0D%0AImplementasi+manajerial%2C+kebijakan+Internal+Marketing+(IM)+di+Badan%0D%0AKepegawaian+Daerah+(BKD)+berfokus+pada+peningkatan+manajemen+personalia%0D%0Amelalui+pelatihan+dan+pengembangan+karyawan+berdasarkan+kualifikasi%2C+kompetensi%2C%0D%0Adan+kinerja.+Praktik+Co-Creation+(CC)+di+antara+pegawai+BKD+didorong+melalui+pengoptimalan+berbagi+informasi+dan+keterlibatan+dalam+pengambilan+keputusan%2C%0D%0Adilakukan+melalui+sesi+diskusi+rutin+dan+platform+berbagi+informasi+agar+keputusan%0D%0Alebih+tepat+dan+efisien.+Integrasi+Co-Creation+dalam+program+Employee+Engagement%0D%0A(EE)+diterapkan+melalui+pembentukan+tim+kerja%2C+sesi+brainstorming+reguler%2C+serta%0D%0Apemberian+pengakuan+atas+kontribusi+karyawan+dalam+ide+atau+solusi+inovatif.%0D%0APenguatan+program+Employee+Engagement+bertujuan+meningkatkan%0D%0AOrientation+Service+Quality+(OSQ)+melalui+program+penghargaan+karyawan+dan%0D%0Apeluang+pengembangan+profesional+yang+berfokus+pada+kepuasan+dan+pengakuan%0D%0Akaryawan.+Kebijakan+ini+juga+disesuaikan+dengan+temuan+bahwa+Co-Creation+tidak%0D%0Amemediasi+hubungan+antara+IM+dan+EE%2C+sehingga+strategi+Employee+Engagement%0D%0Adifokuskan+langsung+pada+IM+tanpa+bergantung+pada+Co-Creation.+Prioritas+diberikan%0D%0Apada+Employee+Engagement+sebagai+mediasi+untuk+meningkatkan+OSQ+melalui%0D%0Apelatihan%2C+pengembangan+karyawan%2C+dan+perbaikan+kondisi+kerja.+Di+sisi+lain%2C%0D%0Apelatihan+Authentic+Leadership+ditujukan+untuk+meningkatkan+keterlibatan+karyawan%0D%0Adan+memperkuat+hubungan+antara+Co-Creation+dan+EE+melalui+nilai-nilai+otentik+dan%0D%0Atransparansi+dalam+kepemimpinan.%0D%0AKata+Kunci+%3A+Authentic+Leadership%2C+BKD%2C+Co-Creation%2C+Employee+Engagement%2C%0D%0AInternal+Marketing%2C+Orientation+Service+Quality%0D%0A%0D%0A%0D%0A%0D%0AProblems+and+challenges+in+managing+ASN+management+as+stated+in+the%0D%0AStrategic+Plan+for+the+State+Civil+Service+Agency+for+2020+-+2024%2C+work+procedures%0D%0Athat+are+too+siloed+must+be+changed+to+collective+and+collaborative+work+so+that%0D%0Ainnovative+services+can+run+optimally.+This+research+explores+the+influence+of+internal%0D%0Amarketing+on+employee+engagement%2C+the+influence+of+internal+marketing+on+co-%0D%0Acreation%2C+the+influence+of+co-creation+on+employee+engagement+and+employee%0D%0Aengagement+on+service+quality+orientation.+Mediation+testing+tests+co-creation+in+the%0D%0Ainfluence+of+internal+marketing+on+employee+engagement+and+mediation+of+employee%0D%0Aengagement+in+the+influence+of+internal+marketing+on+service+quality+orientation.%0D%0AModeration+testing%2C+looking+at+authentic+leadership+on+the+influence+of+co-creation+on%0D%0Aemployee+engagement.%0D%0AThis+study+uses+a+quantitative+research+design%2C+the+data+used+is+primary.+The%0D%0Asample+taken+was+409+respondents+with+a+sample+of+administrative+positions%2C%0D%0Asupervisory+positions%2C+functional+positions+and+executive+positions+(staff)+at+the%0D%0Aprovincial+BKD+in+Indonesia.+Mediation+measurement+with+the+Sobel+test%2C+developing%0D%0A7+hypotheses+and+tested+using+structural+equation+modeling%2C+based+on+the+SEM-%0D%0AAMOS+application.%0D%0AThe+results+of+the+study+indicate+that+Internal+Marketing+(IM)+has+a+positive+and%0D%0Asignificant+effect+on+Employee+Engagement+(EE)+and+Co-Creation+(CC).+In+addition%2C%0D%0ACo-Creation+(CC)+also+has+a+positive+and+significant+effect+on+Employee+Engagement%0D%0A(EE)%2C+while+Employee+Engagement+(EE)+has+a+positive+and+significant+effect+on%0D%0AOrientation+Service+Quality+(OSQ).+The+results+of+the+study+also+revealed+that+Co-%0D%0ACreation+(CC)+significantly+mediates+the+relationship+between+Internal+Marketing%0D%0A(IM)+and+Employee+Engagement+(EE)%2C+and+Employee+Engagement+(EE)+significantly%0D%0Amediates+the+relationship+between+Internal+Marketing+(IM)+and+Orientation+Service%0D%0AQuality+(OSQ).+Authentic+Leadership+(AL)+was+found+to+positively+and+significantly%0D%0Amoderate+the+effect+of+Co-Creation+(CC)+on+Employee+Engagement+(EE).%0D%0AManagerial+implementation+concluded+Internal+Marketing+(IM)+policy+in+the%0D%0ARegional+Personnel+Agency+aims+to+improve+personnel+management+based+on+qualifications%2C+competencies%2C+and+performance+through+employee+training+and%0D%0Adevelopment.+Encouraging+Co-Creation+(CC)+practices+among+BKD+employees+is%0D%0Adone+by+optimizing+information+sharing+and+involvement+in+decision-making+through%0D%0Aregular+discussion+sessions+and+information+sharing+platforms+to+ensure+decisions+are%0D%0Ataken+more+appropriately+and+efficiently.+Integration+of+Co-Creation+in+employee%0D%0Aengagement+(Engineering)+programs+is+done+by+forming+work+teams%2C+holding+regular%0D%0Abrainstorming+sessions%2C+and+providing+recognition+for+positive+employee%0D%0Acontributions+in+creating+innovative+ideas+or+solutions.+Strengthening+employee%0D%0Aengagement+initiatives+is+aimed+at+improving+service+quality+(Orientation+Service%0D%0AQuality%2FOSQ)+through+the+implementation+of+employee+reward+and+recognition%0D%0Aprograms+and+providing+professional+development+opportunities%2C+which+focus+on%0D%0Aemployee+satisfaction+and+recognition.%0D%0AStrategies+and+policies+were+adjusted+by+recognizing+that+Co-Creation+does+not%0D%0Amediate+the+relationship+between+IM+and+EE%2C+so+employee+engagement+programs%0D%0Awere+developed+more+directly+and+independently+of+Co-Creation+with+a+focus+on+a%0D%0Astrong+internal+marketing+strategy.+Priority+was+given+to+EE+as+a+mediator+to+improve%0D%0AOSQ+through+investment+in+training%2C+employee+development%2C+and+improved+working%0D%0Aconditions.+To+encourage+authentic+leadership+(AL)+practices+at+the+managerial+level%2C%0D%0Aleadership+training+was+conducted+that+focused+on+authentic+values+and+transparency%2C%0D%0Awhich+can+increase+employee+engagement+and+strengthen+the+relationship+between%0D%0ACo-Creation+and+EE.%0D%0AKeywords+%3A+Authentic+Leadership%2C+BKD%2C+Co-Creation%2C+Employee+Engagement%2C%0D%0AInternal+Marketing%2C+Orientation+Service+Quality%0D%0A&rft.publisher=FAKULTAS+EKONOMI+DAN+BISNIS&rft.date=2024-08-17&rft.type=Disertasi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F81083%2F1%2FABSTRAK%2520%25281%2529.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F81083%2F2%2FDISERTASI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F81083%2F3%2FDISERTASI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++A.+DANY+%2C+SAMANTHA.+D++(2024)+MODEL+PEMASARAN+INTERNAL+UNTUK+MEMBANGUN+ORIENTASI+PELAYANAN+BERKUALITAS+PADA+BADAN+KEPEGAWAIAN+DAERAH+TINGKAT+PROVINSI+DI+INDONESIA.++%5BDisertasi%5D+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F81083%2F