Testing the Mediation Effect of Employee Engagement on Internal Branding Practice-Job Satisfaction Relationship of Hospitality Industry Employees

Abstract

This research explains (1) the conditions of internal branding, employee engagement, and employees’ job satisfaction; and (2) the existence of a positive and significant relationship between internal branding, employee engagement, and job satisfaction among hospitality industry employees especially in hotel industry in Malang Raya. The researchers took the four-star hotel with non-chain hotel to make sure independent internal branding practices. The hotels consisted of six hotels as the research objects. The researchers took the sample from the population of six hotels with proportionate random sampling technique and obtained 163 respondents. The data analysis technique applied descriptive statistics and partial least square analyses. From the descriptive analysis result, it shows that hotel applied good internal branding practices, employees have high employee engagement and job satisfaction. The coefficient path between internal branding and employee engagement had the highest value. Thus, the researchers expected the hospitality service institution, especially hotel to implement internal branding for their employees.