HUBUNGAN INTERNAL MARKETING DENGAN KOMITMEN ORGANISASIONAL DOKTER DAN PERAWAT DI RS MARDI WALUYO LAMPUNG

Background: Hospital service quality is strongly associated with human resources performance. Employees performance will be improved if they have commitment to organization. A way to enhance organizational commitment is internal marketing. Internal marketing is a method to motivate, develop, and retain the employees in order to achieve quality of service and fulfill customers expectations. As the biggest private hospital in Kota Metro (Lampung), RS Mardi Waluyo is overcoming the challenge of increasing patients number followed by increasing employees work load, especially for doctors and nurses. In other hand, there are only few doctors and RS Mardi Waluyo has a regulation for their employees not to work in other places. In this situtation, organizational commitment from doctors and nurses is required. Human resources management through internal marketing can be a solution for creating capable, efficient, and committed employees, so that qualified services delivered with affection could be achieved as stated in the mission of RS Mardi Waluyo. Objective: The purpose of the study is to measure the relationship between internal marketing and organizational commitment of doctors and nurses in RS Mardi Waluyo and to explore internal marketing efforts applied by RS Mardi Waluyo. Method: This is an analytical study using mixed-method. The quantitative subjects were 105 doctors and nurses in RS Mardi Waluyo, while the qualitative subjects were the hospital managers, and representative of Yayasan Kristen untuk Kesehatan Umum (YAKKUM). The measurement instruments were interview manual and questionnaires. To describe the relation between dependent and independent variables, linear regression analysis was performed. Result: The finding reveals that vision, reward, and development, together as one concept of internal marketing are significantly (p<0,05) had positive (R=0.471) relation with organizational commitment of doctors and nurses in RS Mardi Waluyo. The contribution of internal marketing in explaining the variance of organizational commitment was 22.1%. Conclusion: Internal marketing is significantly has positive relation with organizational commitment of doctors and nurses in RS Mardi Waluyo Lampung. Therefore, the application of internal marketing should be emphazised to help creating better organizational commitment and service quality. Keywords: internal marketing, organizational commitment, service quality, human resources management, hospita