The 2015 International Conference of Management Sciences ICoMS 2015, April 23, UMY, Indonesia | 194
indicators. Variable said to be reliable if it has an alpha reliability coefficient of 0.5 or more. Table 1
below shows the reliability test results.
Table 1. Reliability Test Variable
∑ƛi ∑€i
Construct reliability
Internal Marketing 5.2258
1.86658 0.736819
Organizational culture 7.19312 1.9181
0.789479 Knowledge
management 5.45223 0.79791
0.872338 Based on the results of these calculations, because
there is no construct reliability value whose value is below 0.50 then all constructs used in this study
feasible. Discriminant Validity Test
The size of individual reflexive as valid if it has a value of loading factor ƛ with latent variables
wishing measured ≥ 0.5, if one indicator has a value factor ƛ ≤ 0.5, the indicator indicates that it was
issued because the indicator is not enough good to measure latent variables appropriately.
Table 2. Validity Test Variable
AVE AVE
Internal Marketing 0.485838
0.697021 Organizational Culture
0.485718 0.696935
Knowledge Management 0.697763
0.835322 Discriminate validity testing using ST values
is done by comparing the root of the AVE value of each construct with the correlations between constructs
with other constructs. AVE values should be greater than 0.5 Hair et al, 1998. Table 2 shows that the value
of the root of the AVE of each construct was greater with the correlation between the constructs with other
constructs. It can be concluded the data in this study have good discriminant validity.
Structural Model
Analysis of hypothesis testing criteria of goodness of fit of the estimated structural models can
be met; the next step is an analysis of the structural relationships hypothesis testing as shown in Figure 2,
the relationship between the constructs indicated by the regression weight Hair et al, 1998, in Haryono and
hartjo 2010. To analyze more clearly the influence of internal
marketing, organizational
culture and
knowledge management in private hospital in Bengkulu can be seen in Table 3.
Table 3. SEM Result Structural
Relation Estimate
C.R P
Structural Relation
Estimate C.R
P BO
--- IM
.590 5.289
0.000 KM
--- BO
.975 4.648
0.000 KM
--- IM
-.030 -.190
0.849 Chi-square
28.299 Probabilitas level
0.166 CMINDF
1.286 CFI
0.983 RMSEA
0.051 TLI
0.979 GFI
0.942 AGFI
0.905 Single Composite Score Indicator In Table 3 above
shows that the value of CMIN DF, RMSEA, CFI, GFI and TLI in accordance with the criteria, although
the value of AGFI is at marginal value, but according to Hair et al 1998 if the value of AGFI approaching
the recommended value, then the value is deserved to be nominated. It is clear that after a single composite
score on the model, the resulting model is fit enough and fit for use. The result of SEM at Figure 2.
Figure 2: The Result of SEM
The result show that internal marketing have significant influence toward organizational culture, and
have influence to knowledge management. Internal marketing must throug organizational culture to
influence knowledge management, it can say that have fully mediating for knowledge management.
4. DISCUSSION
Knowledge Management
Applied knowledge management in private hospitals Bengkulu city is good 4.20. Knowledge
management is the process by which organizations acquire knowledge, knowledge creation and utilization
or sharing knowledge. Dimensions highest conducted on knowledge management in a private hospital in the
city of Bengkulu is the creation of knowledge 4.26. Knowledge creation is done by means of dialogue
fellow team members to discuss new things about the job. Before carrying out the work and at the time of
The 2015 International Conference of Management Sciences ICoMS 2015, April 23, UMY, Indonesia | 195
carrying out the work, the nurse accustomed to coordinate with the direct supervisor and co-workers to
discuss the progress of patients, prepare follow-up actions to be taken, and discuss all matters relating to
employment. Knowledge creation is also done between parts of nurses, nurse meaning of the section frequent
discussions with other parts nurse
.
The acquisition of knowledge in this study have an average 4.24 is above average overall
assessment of knowledge management, but is below average knowledge creation. The acquisition of
knowledge means that nurses are always acquiring new knowledge from various sources. Knowledge can be
obtained from the direct supervisor, books, the internet, and social media at their disposal. Nurses are always
trying to find new knowledge from various sources individually, as a private hospital in the city of
Bengkulu not been fully invested to develop new knowledge.
Knowledge creation
and knowledge
acquisition is not enough to cultivate knowledge management in the hospital, the dimensions of the use
and sharing of knowledge is also important. If the knowledge that has been collected, then discussed but
not utilized and shared with fellow nurses in the field as well as in other fields, the knowledge becomes not
beneficial, only stored or used for theirself. It turns out that this condition is consistent with the findings Fong
and Choi, 2009, which states, despite the important role of knowledge, but knowledge is often not managed
systematically, and its contribution to the success of the company is often overlooked.
The Company believes that this kind of investment in the process of
knowledge is not possible to improve their business and generate sufficient revenue.
In the future the private hospital must invest to cultivate knowledge management by buying books,
bulletins, e-book, or other facility to increase the knowledge and for the process of knowledge
acquisition to be implemented easier. The acquisition of knowledge should be continued with the creation of
knowledge through discussions weekly or monthly, so that would be obtained new knowledge and it can be
used to improve hospital performance and increase competitive advantage. Only company that can manage
good knowledge can preserve its competitive advantage Hiebeler, 1996.
Internal Marketing
Based on the nurses perception of private hospitals in the city of Bengkulu, the hospital where
they work have applied good internal marketing 4, 02. The highest mean score is job satisfaction 4,10,
where the nurse enjoys her job at the moment and feel satisfied if they can do a good job. Satisfaction comes
from themself. Nurse satisfaction not supported with the rewards they received neither intrinsic nor extrinsic
rewards. The average scores to obtain adequate bonuses role in daily activities was low 3.81, the low
self apraisal and career sustainability 3.86. To improve internal marketing capacity the
private hospital can improve nurse satisfaction through increased reward, as well as the opportunity of training
and development, so that nurses can provide better services to patients. This is in accordance with the
opinion of Randall 1991, that internal marketing is human resource management tool that can be used by
organizations to successfully educate, train, and motivate employees to provide better service to
customers. Organizational Culture
The private hospital in Bengkulu City has had an organizational culture that well organized. The highest
average scores are on innovation and risk-taking, where nurses are encouraged to always be innovative using
new ideas and to always be creative using the new method. This condition is supported by a culture of
attention to detail where nurses are required to always be right in the works and should be able to analyze problems
that occur in the organization, so that the risk taken already-considered and the results and benefits is the
best result. Lowest dimension in the dimension of the organizational culture of the team followed the cultural
orientation on the orientation and competitive. It shows that the culture of the hospital focus on results, not on
people.
The private hospital needs to pay attention to the implementation of organizational culture, because the
organization culture is very important for the organization and guide the everyday behavior that
directs nurses. This is in as state Elliot Jacques in Robbins 2013 organizational culture is ordinary or
traditional ways of thinking and doing something a little or a lot that is shared by all members of the
organization and that must be learned by new members and at least partially accepted in order to be accepted
become part of the company. In other words, organizational culture is a framework that guide
everyday behavior and make decisions for employees and directing their actions to achieve organizational
goals. Knowledge Management, Internal Marketing and
Organizational Culture
SEM results indicate that the internal marketing have positive and significant influence on
organizational culture, and organizational culture have positive and significant influence on knowledge
management. Internal
marketing influence
the knowledge
management through
mediating organizational culture.
5. CONCLUSION
