The Role of Internal Marketing in Building Organizational Commitment and Reducing Turnover Intention Affecting the Improved Performance of Life Insurance Agents in Indonesia

Ginting Munthe, Rusli; Susan, Marcellia; Sulungbudi, Brigita Meylianti

doi:10.34306/att.v6i1.387

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The Role of Internal Marketing in Building Organizational Commitment and Reducing Turnover Intention Affecting the Improved Performance of Life Insurance Agents in Indonesia

Aptisi Transactions on Technopreneurship (ATT) · Vol. 6 No. 1 (2024) · hlm. 56–71

DOI: 10.34306/att.v6i1.387
ISSN: 2656-8888, 2655-8807
Terbit: 2024-03-31
Penerbit: Pandawan
Bahasa: en
Lisensi: creativecommons.org/licenses/by/4.0

Abstrak

This research endeavors to forecast the impact of internal marketing on cultivat- ing entrepreneurship spirit and organizational commitment (KO) and diminish- ing turnover intention (KKL), consequently bolstering the performance (KIN) of life insurance marketing agents in Indonesia. The innovative methodology involved the direct distribution of questionnaires to 382 life insurance agents on-site to gather data. Subsequently, data analysis was executed by structurally modeling equations with estimated data employing SEM AMOS. The findings unveiled that internal marketing significantly influences organizational commit- ment among agents. Moreover, the study sheds light on the pivotal role of in- ternal marketing strategies in mitigating turnover intentions, thereby fostering agent retention and business sustainability. By bolstering organizational com- mitment and reducing turnover intentions, life insurance companies can expect a consequential enhancement in the overall performance of their marketing agents. This research contributes to the existing body of knowledge by illuminating the mechanisms through which internal marketing can positively influence organi- zational outcomes in the context of the Indonesian life insurance sector, thus underlining its entrepreneurship impact

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Rekan penulis	Organisasi	Artikel bersama
Sandy Setiawan	Afiliasi tidak diketahui	1
Istiharini Istiharini	Afiliasi tidak diketahui	1
Regi Sanjaya	Afiliasi tidak diketahui	1
Maria Merry Marianti	Afiliasi tidak diketahui	1
Alexander Chou Kiboy	Afiliasi tidak diketahui	1
Ninda Lutfiani	Universitas Raharja	1
Qurotul Aini	Universitas Raharja	1
Ahmad Ramadan	Afiliasi tidak diketahui	1
Iky Van Persie	Afiliasi tidak diketahui	1

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Sumber metadata: OAI-PMH (metadata jurnal) https://att.aptisi.or.id/index.php/att/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.

Metadata asli (oai_dc)

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	<dc:title xml:lang="en">The Role of Internal Marketing in Building Organizational Commitment and Reducing Turnover Intention Affecting the Improved Performance of Life Insurance Agents in Indonesia</dc:title>
	<dc:creator xml:lang="en">Ginting Munthe, Rusli</dc:creator>
	<dc:creator xml:lang="en">Susan, Marcellia</dc:creator>
	<dc:creator xml:lang="en">Sulungbudi, Brigita Meylianti</dc:creator>
	<dc:subject xml:lang="en">Internal Marketing</dc:subject>
	<dc:subject xml:lang="en">Organizational Commitment</dc:subject>
	<dc:subject xml:lang="en">Turnover Intention</dc:subject>
	<dc:subject xml:lang="en">Competitive Advantage</dc:subject>
	<dc:description xml:lang="en">This research endeavors to forecast the impact of internal marketing on cultivat- ing entrepreneurship spirit and organizational commitment (KO) and diminish- ing turnover intention (KKL), consequently bolstering the performance (KIN) of life insurance marketing agents in Indonesia. The innovative methodology involved the direct distribution of questionnaires to 382 life insurance agents on-site to gather data. Subsequently, data analysis was executed by structurally modeling equations with estimated data employing SEM AMOS. The findings unveiled that internal marketing significantly influences organizational commit- ment among agents. Moreover, the study sheds light on the pivotal role of in- ternal marketing strategies in mitigating turnover intentions, thereby fostering agent retention and business sustainability. By bolstering organizational com- mitment and reducing turnover intentions, life insurance companies can expect a consequential enhancement in the overall performance of their marketing agents. This research contributes to the existing body of knowledge by illuminating the mechanisms through which internal marketing can positively influence organi- zational outcomes in the context of the Indonesian life insurance sector, thus underlining its entrepreneurship impact</dc:description>
	<dc:publisher xml:lang="en">Pandawan</dc:publisher>
	<dc:date>2024-03-31</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://att.aptisi.or.id/index.php/att/article/view/387</dc:identifier>
	<dc:identifier>10.34306/att.v6i1.387</dc:identifier>
	<dc:source xml:lang="en">Aptisi Transactions on Technopreneurship (ATT); Vol. 6 No. 1 (2024): March; 56-71</dc:source>
	<dc:source xml:lang="id">Aptisi Transactions On Technopreneurship (ATT); Vol 6 No 1 (2024): March; 56-71</dc:source>
	<dc:source>2656-8888</dc:source>
	<dc:source>2655-8807</dc:source>
	<dc:source>10.34306/att.v6i1</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://att.aptisi.or.id/index.php/att/article/view/387/245</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2024 Rusli Ginting Munthe, Marcellia Susan, Brigita Meylianti Sulungbudi</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
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