The Influence Of Internal Marketing On Organizational Performance Mediated By Organizational Culture In Micro, Small And Medium-Sized Enterprises

Bakti Setyadi(1), Sulaiman Helmi(2), Fitriasuri Fitriasuri(3),


(1) Universitas Bina Darma
(2) Universitas Bina Darma, Pelembang
(3) Universitas Bina Darma
Corresponding Author

Abstract


This study examines how organizational culture functions as a mediator between internal marketing and organizational performance in Micro, Small, and Medium Enterprises in Palembang City. This research uses quantitative methods with a cross-sectional survey. Respondents in this study amounted to 42 respondents, with data analyzed using partial least square structural equation modeling (SEM-PLS). The findings in this study that organizational culture functions as a mediator in the influence of internal marketing and organizational performance on small and medium-sized enterprises. So it is important Micro, Small, and Medium Enterprises ses in the city of Palembang to create a conducive organizational culture.


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 DOI: 10.30988/jmil.v6i2.1131

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