The Influence of Internal Marketing on Job Satisfaction and Perceived Service Quality in the Central Java II Regional Office of the Directorate General of Taxes
Abstract
This study aims to examine the impact of internal marketing (IM) implementation on job satisfaction and perceived service quality at the Regional Office of the Directorate General of Taxes (DJP) Central Java II. The research is motivated by the importance of improving public service quality through management that focuses on employee engagement, particularly through internal marketing, which can enhance employee job satisfaction and service quality. The methodology used is a quantitative approach with a descriptive research design. Data were collected using questionnaires distributed to 160 respondents, selected through stratified random sampling. The results of the study indicate that IM has a positive and significant impact on job satisfaction and perceived service quality. Effective IM practices, including training, internal communication, rewards, and empowerment, were proven to enhance employee job satisfaction, which ultimately contributed to the improvement of service quality to the public. The conclusion of this study is that optimal implementation of internal marketing can improve employee job satisfaction and service quality in the public sector. Therefore, recommendations for the Tax Service Office include strengthening IM implementation, improving work facilities, and ensuring effective internal communication.
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