Volume 8, Issue 12, December – 2023 International Journal of Innovative Science and Research Technology

ISSN No:-2456-2165

Analysis of Interactive Marketing as an

Intervening on the Effect of Internal Marketing and
Customer Orientation on Marketing Performance
Syarifuddin, Baiq Handayani, Lalu M Furkan
Magister of Management, Faculty of Economics and Business
University of Mataram
Mataram, Indonesia

Abstract:- A strategic plan has been designed by an cover social risks such as occupational accidents, occupational
Indonesian social security agent called "Perisai Agent" to diseases and death. In an effort to achieve its mission, BPJS
expand participation and improve the quality of service Ketenagakerjaan cannot be separated from the role of
of BPJS Ketenagakerjaan. The implemented service effective and efficient marketing. Good marketing can help
marketing strategy consists of three elements: internal BPJS Ketenagakerjaan realise the benefits of increasing
marketing, external marketing and interactive marketing, participation, providing clear information to participants, and
known as service triangle marketing. The purpose of this ensuring sufficient funds to meet claims payment needs.
study is to analyze the marketing strategy of the service
triangle marketing model, specifically by investigating the As a social security service institution in Indonesia,
effect of internal marketing and customer orientation on marketing presents several challenges for us. Factors such as
the marketing performance mediated by interactive changes in the economic landscape, government policies,
marketing of Perisai Agents of BPJS Ketenagakerjaan in modifications in consumer behavior patterns, and socio-
West Nusa Tenggara. This is a quantitative research cultural conditions of the community are prominent
based on associative causality. The research sample was determinants affecting our marketing performance. Therefore,
obtained using probability sampling data collection a comprehensive comprehension and objective assessment of
techniques and the Slovin formula, resulting in a total of marketing effectiveness at BPJS Ketenagakerjaan is crucial in
100 respondents selected through proportionate random providing profound insights into how this institution can
sampling via the distribution of questionnaires. The data enhance marketing strategies, maximize advantages, and
analysis was conducted using the Structural Equation uphold participants' and community's rights to social
Model (SEM) approach based on Partial Least Square protection.
(PLS) with SMART PLS software. The analysis results
show that internal marketing has no significant effect on BPJS Ketenagakerjaan currently offers five social
marketing performance; customer orientation and security protection programs for employees in Indonesia.
interactive marketing have a significant effect on These programs include Employment Injury Security (JKK),
marketing performance; internal marketing and Death Security (JKM), Old Age Security (JHT), Pension
customer orientation have a significant effect on Guarantee (JP), and Unmployment Benefit (JKP). They are
interactive marketing. The indirect test demonstrates that available for workers in the Wage Recepient Workers (PU),
interactive marketing, as an intervening variable, is able Non-Waged Workers (BPU), Construction Services Workers
to mediate the effect of internal marketing and customer (Jakon), and Migrant Workers (PMI) sectors. BPJS
orientation on marketing performance. Ketenagakerjaan evaluates its marketing performance by
measuring the level of membership coverage. This
Keywords:- Perisai Agent, Internal Marketing, Customer measurement is based on the comparison between the number
Orientation, Interactive Marketing, Marketing Performance. of working people who actively participate in BPJS
Ketenagakerjaan during a certain period of time.
I. INTRODUCTION
Over the past five years, the National Employment
Social security protection is an important aspect of Survey conducted by the Central Bureau of Statistics
people's lives in the current era of globalisation and (Sakernas BPS) of West Nusa Tenggara Province has shown
modernisation with economic complexity and social an annual increase in the number of workers. However, this
dynamism. Social protection covers health, education and growth has not been matched by an increase in the number of
employment. It is an important foundation for a country's active participants who meet the BPJS Ketenagakerjaan
social welfare. In Indonesia, the Employment Social Security target, as of 2021. As of 2022, the number of active
Agency (BPJS Ketenagakerjaan) is one of the institutions that participants reached 519,666 people, which equates to 19.12%
plays a crucial role in providing social protection, especially membership coverage. However, this percentage falls short
in the field of employment. BPJS Ketenagakerjaan's mission when considering participation coverage and is still relatively
is to provide social security to all workers in Indonesia and to low compared to the national membership coverage of BPJS

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Volume 8, Issue 12, December – 2023 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
Ketenagakerjaan, which was 44.96% in the same year. monitor consumers, ensuring organizational success. This
Furthermore, it is lower than the 2018 coverage rate of research demonstrates that customer orientation positively and
22.87%. According to Susanto (2016), inadequate significantly impacts marketing performance (Haryanto et al.,
employment social security can lead to insufficient basic 2017). This finding is also supported by Purwasari and Budi
living needs in the event of work accidents or death, resulting (2014) and Fatonah and Nugroho (2017), who assert that
in loss or reduction of income. This requires continual customer orientation can improve marketing performance.
innovation and making new breakthroughs to increase However, Jayaningrum and Sanawiri (2018) presented
membership. differing results which demonstrate that customer orientation
does not have a significant impact on marketing performance.
In addition to adapting technology for developing a
strategic plan to expand membership and improve service Marketing performance measures the achievement an
quality, BPJS Ketenagakerjaan has achieved a breakthrough organization has obtained through its marketing activities,
by creating the Indonesian Social Security Agent (Perisai). according to Suyatno et al. (2023). Effective employee
This innovative approach is organized through an agency communication and customer interaction are important factors
system and is referred to as the "Perisai Agent". Perisai Agent in achieving the desired marketing performance. Interactive
is a new BPJS Ketenagakerjaan strategy that establishes a marketing involves two-way communication between
field market force to enhance the coverage of employment employees and customers, where customers share their views,
protection and social security by expanding into the informal choices, and preferences about products so that marketers can
worker sector and non-waged workers. The aim is to provide make them better (Hsieh, 2017). Perisai Agents providing
better protection and security to a broader range of workers by BPJS Ketenagakerjaan services can conduct interactive
utilizing this strategy. marketing directly in the field or through online channels.
Kotler and Keller (2009) defined interactive marketing as
As BPJS Ketenagakerjaan employees, Perisai Agents are online activities and programs aimed at directly or indirectly
marketers who directly interact with the public or customers. engaging customers, increasing awareness, improving image,
A strategy is necessary to provide excellent customer service or generating sales of products and services. Perisai Agents
outcomes. According to Hasan (2023), Service Triangle implementation of interactive marketing is believed to have
Marketing, consisting of internal marketing, external the potential to enhance marketing performance. This claim is
marketing, and interactive marketing, is a crucial service confirmed by the research results of Kaunda, Thuo & Kwendo
marketing strategy for service companies. Companies, (2023); Stone & Laughlin (2016) and Hsieh (2017), which
employees, and customers are all integral components of this showed that interactive marketing has a positive and
strategy. The success of BPJS Ketenagakerjaan marketing is significant effect on marketing performance.
determined by the effectiveness of Perisai Agent in
implementing marketing activities. Therefore, companies The implementation of internal marketing at Perisai
should focus on internal aspects, specifically employees, Agents is expected to improve interactive marketing. Huang
through implementing internal marketing strategies. Qaisar & Lee's (2012) research results support this, stating that
and Muhamad (2021) demonstrate that companies that adopt internal marketing at the group level has a positive and
internal marketing initiatives can enhance their employees' significant effect on interactive marketing at the individual
comprehension of their responsibilities and contributions to level. Furthermore, Hsieh (2017) explains that the interaction
the company's performance, which includes achieving effect of internal marketing and interactive marketing has a
marketing objectives. This has been established in the significant effect. Similarly, when each Perisai Agent is able
research conducted by Aji (2016) and Sigit & Muafi (2022), to focus on the participants (customer orientation), it is
which asserts that internal marketing has a significant and expected to enhance interactive marketing. No studies have
positive effect on marketing performance. discovered a connection between customer orientation and
interactive marketing. However, according to Conduita et al
Customer orientation, as defined by Atuahene-Gima and (2014), it is crucial to test interactive marketing empirically in
Ko (2001), denotes a company's strategic focus on promoting both internal and external customer orientation research.
and supporting the collection, dissemination, and response to Additionally, they acknowledged that including the
market intelligence that serves customer needs. It is a crucial perspective of interactive marketing would provide a more
factor in generating marketing performance (Rachmat, 2018). comprehensive study, which they hope to conduct in future
This position is also supported by Suarniki (2015), who states studies. Improving Perisai Agents' internal marketing and
that one of the factors that can affect marketing performance customer orientation is expected to improve interactive
is customer orientation. One strategy employed by BPJS marketing so that it can build better interactive content to be
Ketenagakerjaan to achieve effective marketing performance applied to customers, which in turn is expected to improve
is enhancing customer-oriented strategies that identify BPJS Ketenagakerjaan's marketing performance.
customers' preferences and needs. In BPJS Ketenagakerjaan's
customer orientation strategy, Perisai Agents play a vital role
in obtaining information about participants' needs and
preferences, as they directly interact with them. According to
Valentine and Devie (2015), effective customer orientation
enhances company performance. Additionally, using customer
orientation enables the marketing information system to

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ISSN No:-2456-2165
II. LITERATURE REVIEW D. Customer Orientation
Narver and Slater (1990) describe customer orientation
A. Service Triangel Marketing as a component of market orientation of a company's survival
In 1978, Thomas introduced the structure of the service strategy. By applying customer orientation, the marketing
marketing triangle model, which is composed of external information system will be able to track consumers so that
marketing, internal marketing, and interactive marketing. organizational performance (sales growth, market share
According to Sunarto (2016), the service marketing triangle is increase, etc.) can be ensured (Valentine and Devie, 2015).
one of several elements that define the relationship between Atuahene-Gima and Ko (2001) assert that customer
companies and customers. The three elements include the orientation reflects a company's strategic focus on the market
management side of the company, employees or workers, and and is defined as promoting and supporting the collection,
customers. Kotler (1997) and Kumar et al., (2020) emphasizes dissemination, and response to market intelligence to respond
the importance of organizations engaging in marketing to customer needs. In addition, Saura et al (2005) define
through the development of meaningful relationships with customer orientation as a type of organizational orientation in
both customers and employees. Hsieh's (2017) research which consumer needs become the basis for an organization
indicates that internal, interactive, and external marketing to plan and design its strategy.
have significant impact on customer satisfaction.
E. Interactive Marketing
B. Marketing Performance Kotler and Keller (2012: 478) define interactive
Marketing performance is the result of the marketing as online activities and programs aimed at
implementation of marketing activities carried out by a influencing all marketing and promotional efforts.
company, marketing performance or marketing performance Furthermore, interactive marketing encompasses
is a concept to measure the marketing success of a company, communication that extends from employees to customers
every company has an interest in knowing its performance as substantiate and fulfill the promises that companies make to
a reflection of the success of its business in market customers through external marketing communication (Katti
competition (Zebua, et al., 2023). Marketing performance & Mutmainah, 2020). In this interactive marketing context,
refers to the measurement of the success of marketing employees are required to deliver messages and provide the
programs, including the outcomes of implemented marketing best service to customers.
activities. It aims to focus on the alignment of marketing
activities, strategies, and business objectives to improve F. The Relation between Internal Marketing and Marketing
financial results. (Ambler, et al., 2004). Marketing Performance
performance is evaluated by measuring the effectiveness of Internal marketing is an attempt to attract, develop,
the marketing strategy implemented by the company, which motivate, and retain qualified employees in the organization's
can be done by analyzing sales growth, customer growth, and efforts to satisfy customer needs (Cahill, 1996). Schroeder
profitability (Ferdinand, 2000). Marketing performance (2000) purports that the principal element to attain service
measurement is part of performance measurement (business), profitability lies in prioritizing customers and employees as
which is a field of science that aims to support the the most vital aspect of a company. However, management
implementation of business strategy by creating insights may at times solely concentrate on a predetermined set of
about company performance (Utami et al., 2022). objectives or service positioning, overlooking the concerns of
frontline employees, who ultimately implement those
C. Internal Marketing services. Managers should prioritize front-line employees who
Internal marketing is a strategy utilized by companies to provide services, supporting technology, training, and
improve their products and services and enhance their customer satisfaction to increase their productivity. According
performance. It is vital for companies to value internal to Cahill (1996) and Foreman (1999), the exchange
operational activities, especially concerning human resources relationship between companies and employees is the initial
(Jumadi, 2015). Kotler & Keller (2012) define internal step in achieving corporate goals in the external market. This
marketing as a component of holistic marketing, which has been supported by Aji's (2016) and Sigit & Muafi's (2022)
encompasses the recruitment, training, and motivation of research, which demonstrates that internal marketing efforts
employees to provide customers with excellent service. have a substantial positive impact on marketing performance.
According to Barnes and Morris (2000), the objective of H1: Internal marketing has a positive and significant effect on
internal marketing activities is to establish an internal the marketing performance of Perisai Agents
environment that promotes customer awareness and sales
attention. Internal marketing is deemed significant as it has a G. The Relation between Customer Orientation and
substantial impact on a business's prosperity, enhances Marketing Performance
employee satisfaction, and creates organizational Market orientation is crucial for enhancing company
commitment. Qaisar and Muhamad (2021) suggest that performance as it involves understanding consumers, knowing
organizations that adopt internal marketing strategies can competitors' strategies, and coordinating between functions
enhance their employees' perception of their role and within the company. Customer orientation is a vital element of
contribution to the organization's or company's performance. market orientation. Therefore, companies must prioritize their
focus on customer satisfaction and tailor their operations
accordingly. Customer orientation is an intangible resource
forming the organizational culture of a company that aims to

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create additional value for customers and can enhance and wants so that they can design interactive Perisai Agent
business performance, including marketing (Narver and marketing strategies that are more effective and relevant. By
Salter, 1990). Customer orientation encompasses all activities understanding customers well, companies can develop
that enhance a company's comprehension of its target interactive content that is more interesting and useful to
customers' needs and preferences, along with its ability to customers, which can increase customer loyalty and
design products and services that satisfy these needs and satisfaction and have an impact on marketing performance.
preferences. Effective customer orientation can improve a Then, it can be concluded that customer orientation is related
company's performance (Valentine and Devie, 2015). After to interactive marketing in companies because companies will
using orientation, the marketing information system will be have better performance when they are market oriented
able to track consumers so that organizational performance (Gronroos, 2006).
(sales growth, market share increase, etc.) can be guaranteed. H4: Customer orientation has a positive and significant effect
This research is also confirmed by Feng et al. (2019); on the interactive marketing of Perisai Agent.
Frambach et al. (2016); Ziggers & Henseler, (2016); Lisa
(2015) and Asikhia (2010), who found that customer J. The Relation between Interactive Marketing and
orientation has a significant impact on firm performance. Marketing Performance
Other studies have demonstrated the significance of customer Interactive marketing is a promotion by creating two-
orientation in enabling companies to gain a deeper way communication between customers and companies and
understanding of customer demand, leading to enhanced sales by using online marketing to meet the needs and wants of
growth (Feng et al., 2012 and Valenzuela et al., 2010). consumers (Kotler and Keller, 2009). According to Wang
Additionally, it helps to attain a competitive advantage and (2021), interactive marketing is the latest and current
achieve business success (Ziggers & Henseler, 2016). marketing trend due to the dynamic and technologically
H2: Customer orientation has a positive and significant effect advanced character of today's customers. Therefore, a deeper
on the marketing performance of Perisai Agents. understanding of consumer behavior and preferred interaction
methods is required to provide individualized, valuable, and
H. The Relation between Internal Marketing and Interactive engaging experiences. By studying consumer behavior, it can
Marketing increase awareness, improve image and create product or
According to Gronroos (1990), internal marketing service sales, increase purchases and increase consumer
describes the efforts made by companies to train and motivate loyalty, which is an achievement in an organization or
employees so that they are interested in making maximum company described as a result of marketing performance.
contributions in marketing services to consumers. Meanwhile, Thus, it can be said that increasing interactive marketing can
interactive marketing describes the expertise of employees in improve the company's marketing performance, which is
serving customers. Thus, it can be concluded that internal supported by the research of Stone & Laughlin (2016); Hsieh
marketing and interactive marketing to employees are (2017) and Kaunda, Thuo & Kwendo (2023).
interrelated and mutually supportive. Interactive marketing to H5: Interactive marketing has a positive and significant
employees can be formed through internal marketing effect on the marketing performance of Perisai Agent
organized by the company. Since employees are expected to
be loyal, highly motivated, and empowered to provide III. RESEARCH METHOD
maximum service to consumers, the development of expertise
and motivation can be done through the company's internal This study uses a quantitative approach. Quantitative
marketing programs such as coffee morning, in-house research is a type of research that collects numerical data and
training, benchmarking, and other activities conducted uses statistical analysis to explain phenomena. (Creswell,
regularly. Therefore, it can be said that internal marketing can 2014). The type of research used is causal associative, which
influence the interactive marketing of a company, which is is research that examines the relationship between one or two
supported by Hsieh's research (2017), which states that other variables (Sugiyono, 2014). The sample size was
internal marketing supports interactive marketing. obtained using the Slovin formula and the sample was
H3: Internal marketing has a positive and significant effect on collected using the proportional random sampling technique,
the interactive marketing of Perisai Agent which is 100 respondents. The data were collected using a
questionnaire with a semantic differential scale of 1-10, from
I. The Relation between Customer Orientation and strongly disagree to strongly agree. Then, the research data
Interactive Marketing were analyzed by using Partial Least Square-Structural
Customer orientation is used as a business survival Equation Model (PLS-SEM) with smart PLS software.
strategy. Atuahene-Gima & Ko (2001) state that customer
orientation is defined as a firm's orientation toward promoting IV. RESULTS
and supporting the collection, dissemination, and response to
market information to serve customer needs. Customer To evaluate the PLS structural model for hypothesis
orientation is concerned with identifying and meeting testing, we utilize the percentile-based bootstrapping process.
customers to gain sufficient knowledge to generate more We employ the t-test as a statistical test in this method. The
value for customers. Meanwhile, inter-functional coordination results show that the t-values for the two-way (two-tailed) test
describes cross-functional cooperation within the have significance at 1.96 (at a 5% level of significance).
organization. Customer orientation can help BPJS According to the t-test criteria, if the t-statistic value is higher
Ketenagakerjaan Perisai Agents understand customer needs than the t-table or the significance value is less than 0.05, then

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the hypothesis can be accepted. Bootstrapping calculations are
obtained through the path coefficient, which measures the The t-statistics and probability values obtained from
strength of the effect of the independent variable on the bootstrapping during hypothesis testing are presented in
dependent variable. Additionally, this paper identifies the Figure 1. Table 1 contains the results of the hypothesis testing
effect of an independent variable on the dependent variable and Table 2 the results of the indirect effect test.
through the mediating variable in an analysis.

Fig 1. Path Coefficient

Table 1. Hypothesis Test Results

Relations Coefficients T Statistic P Value Effect
X1 -> Y -0.057 0.647 0.259 Negative Not Significant
X2 -> Y 0.288 3.074 0.001 Positive Significant
X1 -> Z 0.350 3.529 0.000 Positive Significant
X2 -> Z 0.350 2.962 0.002 Positive Significant
Z -> Y 0.676 8.880 0.000 Positive Significant

Table 2. Indirect Correlation Effect Test Result

Relations Coefficients T Statistic P Value Effect
X1 -> Z -> Y 0.237 3.181 0.001 Positif, Signifikan
X2 -> Z -> Y 0.236 2.828 0.002 Positif, Signifikan

V. DISCUSSION performance is measured using three indicators adjusted to the

Key Performance Indicator (KPI) of BPJS Ketenagakerjaan:
A. The Effect of Internal Marketing on Marketing sales growth through the addition of new participants,
Performance customer growth through growth of active participants, and
The study found that internal marketing had a negative increase in contribution receipts. These marketing
and insignificant effect on marketing performance, which performance indicators were adopted from Ferdinand's (2000)
means that better implementation of internal marketing did study. This may suggest that the marketing performance
not have a better effect on the marketing performance of BPJS indicators used in this study may be an element that helps to
Ketenagakerjaan Perisai Agents. The findings of this research differentiate it from the findings of previous studies.
that measure the direct effect of the variable under study offer
valuable insights by adding new facts. The present study's B. The Effect of Customer Orientation on Marketing
results differ from those reported by Aji (2016) and Sigit & Performance
Muafi (2022), indicating that internal marketing activities The results show that customer orientation has a positive
have a significant positive effect on marketing performance. and significant effect on marketing performance, which means
However, the use of different indicators or variable that the better the application of customer orientation have a
dimensions in research can influence the research outcomes. better effect on marketing performance. Customer orientation,
Internal marketing is evaluated based on three dimensions as defined by Atuahene-Gima & Ko (2001), symbolises a
established by Foreman and Arthur (1995) and Rafiq & company's strategy of focusing on the market to gather,
Ahmed (2000): service training programmes, performance disseminate, and act on market intelligence to meet customers'
incentives, and a vision of service excellence. Marketing needs. The company's comprehension of consumer objectives

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is fundamental in providing exceptional value continually. D. The Effect of Customer Orientation on Interactive
Perisai Agent is one of BPJS Ketenagakerjaan's approaches to Marketing
gaining customer insight. The purpose of Perisai Agents is to The findings showed that customer orientation has a
gather information about the needs and desires of participants significant effect on interactive marketing, which means that
because Perisai Agents interact directly with customers. the better the implementation of customer orientation have a
According to Lewrick et al. (2011), an important measure of better effect on interactive marketing. As previously
customer orientation is the collection of data on the described, Perisai Agent is one of BPJS Ketenagakerjaan's
requirements of the customer. By collecting this information, strategies to understand customers or customer orientation.
Perisai Agents hope to commit themselves to ensuring Customer orientation can assist BPJS Ketenagakerjaan Perisai
customer satisfaction by understanding how to meet their Agents in comprehending customer requirements and
needs, addressing any complaints and consistently paying preferences, thereby allowing them to create interactive
attention to their desires. In addition, BPJS Ketenagakerjaan marketing strategies for Perisai Agents that are more effective
will benefit from an increased ability to provide the highest and relevant. Eric (2017) supports this assertion, indicating
quality service to its customers. A customer-centric approach that interactive marketing plays a critical role in customer
is known to enhance marketing performance. As stated in retention in the service industry. Gronroos (2006) argues that
Sidiq & Astutik's (2017) study, this strategy fosters customer a company's market orientation is closely linked to its
loyalty, stimulates sales growth, and increases customer customer orientation, which enhances its overall performance.
satisfaction for companies that effectively create customer To design effective and relevant interactive marketing
value. The findings of this investigation confirm Haryanto's strategies for Perisai Agent, it is essential to be customer-
(2017) research, which says that the company is able to create oriented and understand their needs and wants. Accordingly,
customer value. The findings of this investigation confirm each Perisai Agent should prioritize being customer-oriented
Haryanto's (2017) research, which states that the company is to achieve a better grasp of customer preferences. By
able to create customer value. Furthermore, Haryanto et al. comprehensively understanding their customers, companies
(2017) explain that customer orientation has a positive and can create interactive content that is more appealing and
significant effect on marketing performance. Feng et al. valuable, ultimately resulting in increased customer
(2012) and Valenzuela et al. (2010) show that customer engagement and satisfaction. This, in turn, can have a
orientation is very important for companies to better significant impact on marketing performance.
understand customer demand and achieve sales growth.
E. The Effect of Interactive Marketing on Marketing
C. The Effect of Internal Marketing on Interactive Marketing Performance
The findings indicate that internal marketing Results show significant effects of interactive marketing
significantly affects interactive marketing, i.e. the better the on marketing performance, suggesting better execution of
internal marketing of employees, the better the effect on interactive marketing results in better marketing
interactive marketing. Internal marketing refers to a performance. As interactive marketing becomes more
company's training and motivation initiatives that encourage prevalent, customers and companies are interacting and
employees to make the best possible contribution to the communicating through a variety of channels, increasing
marketing of services to consumers (Gronroos, 1990). their reach. In contemporary times, interactive marketing
Interactive marketing, on the other hand, describes the represents the latest marketing trend due to the dynamic and
expertise of employees in serving customers. In marketing, it technologically advanced nature of today's consumers
is highly significant to establish two-way communication (Wang, 2021). Perisai Agents undertake interactive
between customers and employees, where customers share marketing through creating two-way communication between
their views, preferences, and choices for products, for the customers and company marketers, which employs online
purpose of improving them (Hsieh, 2017). Employees need marketing methods to fulfil consumer needs and desires.
proper training and motivation to enable such communication. Perisai Agents engage in interactive marketing activities by
The Perisai Agent's role involves interactive marketing, both offering direct and interactive customer engagement. They
face-to-face and online. Their ability to establish effective are readily available to help customers with their needs and
communication with customers is crucial in carrying out these desires, both in-person at their office and online via call
marketing activities. To further develop this capability, BPJS centre or WhatsApp. For illustration, the Perisai agent who is
Ketenagakerjaan provides Perisai Agents with training ready to be contacted when a customer has an accident at
through an internal marketing programme. This training work, even at night. Perisai agents are available to aid and
equips employees with the necessary skills to navigate a support the participant's claim process until it reaches
rapidly changing environment and encourages innovative completion.
thinking. Homburg et.al (2009) argue that good internal
marketing enables employees to fully understand customer F. The Indirect Effect of Interactive Marketing as an
needs during interactions. service quality and has a positive Intervening Variable
effect on interactive marketing. Thus, employee-focused Indirect relation testing results show that internal
interactive marketing can be cultivated through the internal marketing has a significant positive effect on marketing
marketing organised by the company. The research findings performance with interactive marketing as the mediating
of this study support Hsieh's (2017) research, which states that variable. However, the first hypothesis of this study found
there is a positive and significant relationship between internal that internal marketing has no significant impact on
marketing and interactive marketing. marketing performance. This confirm that interactive

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marketing was able to strengthen the influence of internal implementation of customer orientation, the better the
marketing relationships on marketing performance. It can be contribution of interactive marketing. (6) Interactive
argued that implementing interactive marketing can support marketing has a significant mediating effect on the
internal marketing of Perisai agents, which can improve correlation between internal marketing and marketing
marketing performance. Interactive marketing can enhance performance. marketing performance, and is a strong indirect
awareness, improve image, and boost sales of products or factor in this relationship. (7) The correlation between
services. Its direct use in the field encourages Perisai agents customer orientation and marketing performance is
to be more motivated, active and productive, and to significantly mediated by interactive marketing. As a
participate in internal marketing programmes organised by mediating variable, interactive marketing has a strong
BPJS Ketenagakerjaan NTB. This supports and improves indirect effect on the relationship between customer
marketing performance. orientation and marketing performance.

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