The Role of Internal Marketing in Building Organizational Commitment and Reducing Turnover Intention Affecting the Improved Performance of Life Insurance Agents in Indonesia

Abstrak

This research endeavors to forecast the impact of internal marketing on cultivat- ing entrepreneurship spirit and organizational commitment (KO) and diminish- ing turnover intention (KKL), consequently bolstering the performance (KIN) of life insurance marketing agents in Indonesia. The innovative methodology involved the direct distribution of questionnaires to 382 life insurance agents on-site to gather data. Subsequently, data analysis was executed by structurally modeling equations with estimated data employing SEM AMOS. The findings unveiled that internal marketing significantly influences organizational commit- ment among agents. Moreover, the study sheds light on the pivotal role of in- ternal marketing strategies in mitigating turnover intentions, thereby fostering agent retention and business sustainability. By bolstering organizational com- mitment and reducing turnover intentions, life insurance companies can expect a consequential enhancement in the overall performance of their marketing agents. This research contributes to the existing body of knowledge by illuminating the mechanisms through which internal marketing can positively influence organi- zational outcomes in the context of the Indonesian life insurance sector, thus underlining its entrepreneurship impact