Persepsi Karyawan Terhadap Penempatan Internal Marketing di PT. Bank Mandiri (Persero) Tbk. Berdasarkan Masa Kerja dan Jabatan Karyawan
MUNAWARAH, SRI (Adv.: Slamet Santoso Sarwono, Dr., M.B.A.), Slamet Santoso Sarwono, Dr., M.B.A.
Konsep internal marketing merupakan suatu konsep yang menganggap karyawan sebagai pelanggan internal dan harus dipenuhi kebutuhannya dalam mencapai tujun perusahaan (Fisk et al (1993) dalam Kelemen & Papasalomou (2007)). Hal ini karena sumber daya manusia merupakan media terpenting dalam menghasilkan keunggulan kompetitif (competitive advantage) bagi perusahaan (Papasolomou & Vrontis (2006) dan Meidan (1984) dalam Opoku et.al (2009)), dan persepsi karyawan terhadap bentuk apresiasi yang diterima sangat berpengaruh terhadap kinerja mereka dalam menjalankan tugasnya, seperti kualitas layanan. Untuk itu, peneliti berusaha untuk membahas persepsi karyawan terhadap penerapan internal marketing di Bank Mandiri berdasarkan pada masa jabatan dan posisi karyawan. Penelitian dilakukan dengan menyebarkan kuesioner terhadap 110 karyawan Bank Mandiri dengan kategori masa jabatan 0-3 tahun, 3-7 tahun, dan > 7 tahun, kategori posisi front Line, GA/HPM, dan Pemegang Kewenangan. Uji hipotesis menggunakan two ways analysis of variance dan diperoleh hasil bahwa masa kerja dan posisi karyawan mempengaruhi persepsi karyawan terhadap penerapan internal marketing dan terdapat perbedaan persepsi antara karyawan dengan masa jabatan dan posisi yang berbeda di Bank Mandiri.
Internal marketing concept is a concept that considers employees as internal customers and their needs must be met in achieving corporate objectives (Fisk et al (1993) in Kelemen
& Papasalomou (2007)). This is because human resources are the most important media in generating competitive advantage (competitive advantage) for the company (Papasolomou & Vrontis (2006) and Meidan (1984) in Opoku et.al (2009)), and perception of employees toward a form of appreciation received highly affects their performance in carrying out their duties, such as the quality of service. For that reason, the researcher attempts to discuss the employee's perception towards implementation of internal marketing in Bank Mandiri based on employee tenure and position. The research was conducted by distributing questionnaires to 110 employees of Bank Mandiri with tenure categories 0-3 years, 3-7 years, and> 7 years, position categories of Front Line, GA / HPM, and the Holder of the Authority. The Hypothesis testing used two ways variance analysis and the results obtained indicated that the period of employment and position of employees affect employee perceptions of internal marketing application and there is a difference of perception between employees with different tenure and positions in Bank Mandiri.
Kata Kunci : Internal Marketing, Employee Perception, Tenure, Position, and analysis of variance.
