Authors : Syarifuddin; Baiq Handayani; Lalu M Furkan

Volume/Issue : Volume 8 - 2023, Issue 12 - December

Google Scholar : https://tinyurl.com/3fy3t86m

Scribd : https://tinyurl.com/2uczsjj6

DOI : https://doi.org/10.5281/zenodo.10401459

Abstract : A strategic plan has been designed by an Indonesian social security agent called "Perisai Agent" to expand participation and improve the quality of service of BPJS Ketenagakerjaan. The implemented service marketing strategy consists of three elements: internal marketing, external marketing and interactive marketing, known as service triangle marketing. The purpose of this study is to analyze the marketing strategy of the service triangle marketing model, specifically by investigating the effect of internal marketing and customer orientation on the marketing performance mediated by interactive marketing of Perisai Agents of BPJS Ketenagakerjaan in West Nusa Tenggara. This is a quantitative research based on associative causality. The research sample was obtained using probability sampling data collection techniques and the Slovin formula, resulting in a total of 100 respondents selected through proportionate random sampling via the distribution of questionnaires. The data analysis was conducted using the Structural Equation Model (SEM) approach based on Partial Least Square (PLS) with SMART PLS software. The analysis results show that internal marketing has no significant effect on marketing performance; customer orientation and interactive marketing have a significant effect on marketing performance; internal marketing and customer orientation have a significant effect on interactive marketing. The indirect test demonstrates that interactive marketing, as an intervening variable, is able to mediate the effect of internal marketing and customer orientation on marketing performance.

Keywords : Perisai Agent, Internal Marketing, Customer Orientation, Interactive Marketing, Marketing Performance.