INTERNAL MARKETING MODEL IN DEVELOPING EXCELLENT SERVICE OF THE SOCIAL SECURITY ADMINISTRATOR AGENCY FOR INDONESIAN EMPLOYMENT

Abstract

This study aims to analyze the effect of internal marketing on organizational citizenship behavior (OCB) in enhancing excellent service, with transformational leadership and work engagement as moderating variables at the Social Security Administrator Agency for Indonesian Employment (BPJS Ketenagakerjaan Republik Indonesia). An online survey was administered to 340 employees from four service regions of BPJS Ketenagakerjaan, and the data were analyzed using Structural Equation Modeling (SEM) with LISREL 8.8. The findings indicate that internal marketing has a positive effect on OCB, and OCB, in turn, positively influences the delivery of excellent service. Transformational leadership and work engagement significantly strengthen the relationship between internal marketing and OCB. These results suggest that the effectiveness of internal marketing strategies in fostering employees’ extra-role behaviors is substantially amplified when supported by transformational leadership and high levels of employee engagement, thereby directly contributing to improvements in excellent service quality. The practical contributions underscore the importance of strengthening internal marketing policies through employee training, effective internal communication, and fair reward and recognition systems; developing transformational leadership at the managerial level; and implementing programs to enhance work engagement to ensure that OCB consistently translates into excellent service quality The theoretical contribution of this study is to propose an integrated internal marketing model with organizational citizenship behavior in public service sector to develop sustainable service excellence.