PENGARUH INTERNAL MARKETING, EMPLOYEE ENGAGEMENT DAN LEADERSHIIP STYLE TERHADAP KINERJA KARYAWAN DENGAN KEPUASAN KARYAWAN SEBAGAI VARIABEL MEDIASI (STUDI PADA PERUSAHAAN PT. SEMEN PADANG)

TATA, TATA (2026) PENGARUH INTERNAL MARKETING, EMPLOYEE ENGAGEMENT DAN LEADERSHIIP STYLE TERHADAP KINERJA KARYAWAN DENGAN KEPUASAN KARYAWAN SEBAGAI VARIABEL MEDIASI (STUDI PADA PERUSAHAAN PT. SEMEN PADANG). S2 thesis, Universitas Andalas.

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Abstract

PENGARUH INTERNAL MARKETING, EMPLOYEE ENGAGEMENT DAN LEADERSHIIP STYLE TERHADAP KINERJA KARYAWAN DENGAN KEPUASAN KARYAWAN SEBAGAI VARIABEL MEDIASI (STUDI PADA PERUSAHAAN PT. SEMEN PADANG) Tata1, Syukri Lukman2, Syafrizal3 1*Fakultas Ekonomi dan Bisnis, Universitas Andalas, Indonesia Limau Manis, Pauh, Kota Padang, Sumatera Barat 25175, 2320522007_tata@student.unand.ac.id 2* Universitas Andalas, Magister Management, Padang, Indonesia, cuwy52@gmail.com 3* Universitas Andalas, Magister Management, Padang, Indonesia, syafrizal@eb.unand.ac.id ABSTRAK Penelitianinibertujuanuntukmengkajipengaruhinternal marketing, employee engagement, dan gayakepemimpinan (leadership style) terhadapkinerjakaryawandengankepuasankaryawansebagaivariabelmediasi. Pemasaran internal (Internal marketing) yang efektif, keterlibatankaryawan (employee engagement) yang tinggi, gayakepemimpinan(Leadership Style) yangsesuaidiyakinimampumeningkatkan dan menciptakanlingkungankerja yang kondusifsehinggaberdampakpositif pada kinerjakaryawan. Selain itu, kepuasankaryawandiharapkandapatmemperkuathubunganantarainternal marketing, employee engagement, dan leadership style terhadapkinerjakaryawan. Penelitianinimenggunakanpendekatankuantitatifdengansurveisebagaimetodepengumpulan data. Sampel terdiridari265 karyawan PT Semen Padang eselon IV dan V yang dipilihsecarapurposive sampling. Analisis data dilakukanmenggunakanteknik Structural Equation Modeling (SEM) untukmengujihubunganlangsung dan tidaklangsungantarvariabel. Hasil penelitianmenunjukkanbahwainternal marketingmemilikipengaruhpositifnamuntidaksignifikanterhadapkinerjakaryawan, employee engagementmemilikipengaruhpositif dan signifikanterhadapkinerjakaryawan, leadership styleberpengaruhpositifnamuntidaksignifikanterhadapkinerjakaryawan, internal marketingmemilikipengaruhpositifnamuntidaksignifikanterhadapkepuasankaryawan, employee engagementberpengaruhpositif dan signifikanterhadapkepusankaryawan, leadership styleberpengaruhpositiftetapitidaksignifikanterhadapkepuasankaryawan.kepuasankaryawanberpengaruhpositif dan signifikanterhadapkinerjakaryawan, kepuasankaryawanberpengaruhpositif dan sigifikandalammemediasipengaruhinternal marketingdengankinerjakaryawan, kepuasankaryawanberpengaruhpositiftapitidaksignifikandalammemediasipengaruh employee engagement dengankinerjakaryawan dankepuasankaryawanberpengaruhpositiftapitidaksignifikandalammemediasileadershi styledengankinerjakaryawan. Temuaninimenegaskanpentingnyaintegrasi strategiinternal ii marketing yang epektif, peningkatan employee engagement dan kesesuaianleadership styleyangefektifuntukmeningkatkankepuasan dan kinerjakaryawan. Implikasi praktisdaripenelitianinimemberirekomendasibagimanajemenperusahaanuntukfokus pada pengembanganinternal marketing dan leadership style yang mampumeningkatkanketerlibatan dan kepuasankaryawansebagaiupayapeningkatankinerjaorganisasi. Kata Kunci: Internal Marketing, Employee Engagement, Leadership Style,Kepuasan karyawan, Kinerja Karyawan. iii THE EFFECT OF INTERNAL MARKETING, EMPLOYEE ENGAGEMENT AND LEADERSHIP STYLE ON EMPLOYEE PERFORMANCE WITH EMPLOYEE SATISFACTION AS A MEDIATING VARIABLE (A STUDY OF PT. SEMEN PADANG) Tata1, Syukri Lukman2, Syafrizal3 1*Fakultas Ekonomi dan Bisnis, Universitas Andalas, Indonesia Limau Manis, Pauh, Kota Padang, Sumatera Barat 25175, 2320522007_tata@student.unand.ac.id 2*Universitas Andalas, Magister Management, Padang, Indonesia, cuwy52@gmail.com 3* Universitas Andalas, Magister Management, Padang, Indonesia, syafrizal@eb.unand.ac.id ABSTRACT This study aims to examine the influence of internal marketing, employee engagement, and leadership style on employee performance with employee satisfaction as a mediating variable. Effective internal marketing, high employee engagement, and appropriate leadership style are believed to be able to improve and create a conducive work environment that has a positive impact on employee performance. In addition, employee satisfaction is expected to strengthen the relationship between internal marketing, employee engagement, and leadership style on employee performance. This study uses a quantitative approach with surveys as the data collection method. The sample consists 265 of PT Semen Padang echelon IV and V employees selected using purposive sampling. Data analysis was performed using the Structural Equation Modelling (SEM) technique to test the direct and indirect relationships between variables. The results show that internal marketing has a positive but insignificant effect on employee performance, employee engagement has a positive and significant effect on employee performance, leadership style has a positive but insignificant effect on employee performance, internal marketing has a positive but insignificant effect on employee satisfaction, employee engagement has a positive and significant effect on employee satisfaction, and leadership style has a positive but insignificant effect on employee satisfaction. Employee satisfaction has a positive and significant effect on employee performance, employee satisfaction has a positive and significant effect in mediating the influence of internal marketing on employee performance, employee satisfaction has a positive but insignificant effect in mediating the influence of employee engagement on employee performance, and employee satisfaction has a positive but insignificant effect in mediating leadership style on employee performance. These findings emphasise the importance of integrating effective internal marketing strategies, increasing employee engagement, and aligning effective leadership styles to improve employee satisfaction and performance. The practical implications of this study provide recommendations for company iv management to focus on developing internal marketing and leadership styles that can increase employee engagement and satisfaction as an effort to improve organisational performance. Keywords: Internal Marketing, Employee Engagement, Leadership Style, Employee Satisfaction, Employee Performance.

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