Examining the effect of internal branding on employee performance: Job satisfaction and employee engagement as mediation variables

Abstract

The role of resources is very vital, especially during a pandemic like this. Human resources are reliable and ready to answer challenges and ready to provide services. With a situation like this, it is possible for the organization to change its strategy to survive. For this reason, human resources are needed, who have high performance to realize the goals of the organization. The aim of our research is to find out the effect of internal branding on employee performance with employee engagement and job satisfaction as a mediating variable. The population in this study were all lecturers at AMIKOM University Yogyakarta. Sample collection was done randomly. The sample was collected using a google form, and the data collected were 119 respondents. Data analysis in this study used the PLS-SEM method. The results of this study prove that the internal branding variable has a positive effect on employee engagement. Internal branding also has a positive effect on job satisfaction. Employee engagement has a positive effect on employee performance. Job satisfaction has a positive effect on employee performance. As a mediator, employee engagement also has a positive effect on the pattern of internal branding relationships and employee performance. Likewise, job satisfaction also has a positive effect on the relationship between internal branding and employee performance.

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