1Lohana Juariyah, 2Syihabudhin, 3Afwan Hariri Agus Prohimi, 4I Nyoman Riki Widyastrawan
1,2,3,4Management Department, Universitas Negeri Malang, Indonesia Indonesia
DOI : https://doi.org/10.47191/ijmra/v6-i12-27Google Scholar Download Pdf
ABSTRACT:
This research explains (1) the conditions of internal branding, employee engagement, and employees’ job satisfaction; and (2) the existence of a positive and significant relationship between internal branding, employee engagement, and job satisfaction among hospitality industry employees especially in hotel industry in Malang Raya. The researchers took the four-star hotel with non-chain hotel to make sure independent internal branding practices. The hotels consisted of six hotels as the research objects. The researchers took the sample from the population of six hotels with proportionate random sampling technique and obtained 163 respondents. The data analysis technique applied descriptive statistics and partial least square analyses. From the descriptive analysis result, it shows that hotel applied good internal branding practices, employees have high employee engagement and job satisfaction. The coefficient path between internal branding and employee engagement had the highest value. Thus, the researchers expected the hospitality service institution, especially hotel to implement internal branding for their employees.
KEYWORDS:Internal branding, employee engagement, job satisfaction, hospitality industry
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Volume 06 Issue 12 December 2023
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