Nafi, Mochammad, Supriadi, Bambang ORCID: https://orcid.org/0000-0002-3377-7065 and Roedjinandari, Nanny (2018) Internal Marketing Impact On External Service Quality In Semeru Pine Forest (Spf) Tourist Atraction. IOSR Journal of Business and Management (IOSR-JBM), 20 (7). pp. 66-72. ISSN 2319-7668 (p) ; 2278-487X (e)

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Abstract

: The purpose of this study is to find out the magnitude of the influence of internal marketing to improve the external service quality (ESQ).This study collect data from144 respondents, which were used for analysis. The respondents were randomly selected to answer the questionnaire. The test used for the analysis is independent t-test and simple regression analysis. the result of regression statistic analysis shows that internal
marketing has positive and significant effect on external service quality, meaning that if internal marketing (leadership, consultative, motivation, work unit, communication, and training) increases by one unit it will cause external service quality increase by 69.4%, and otherwise, the decline in internal marketing of one unit will lead to the decrease of External Service Quality. From the six factors of Internal Marketing (leadership, consultative, motivation, work standard, communication, and training) that reflect the success of marketing activities at Semeru Pine Forest (SPF) Tourism Attraction, the one which has the highest frequency is Sharing
Communication. From the success of External Service Quality (reliability, Responsiveness, Assurance, Empathy, tangibles) at Semeru Pine Forest (SPF)Tourism Attraction, the one which has the highest frequency in ExternalServiceQuality is Responsiveness factor.

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