Abstract:

The endomarketing strategy strengthens the organizational culture and employee engagement in MSMEs, promoting identity and a sense of belonging. This study analyzes its influence on the employee engagement of the Ceres Owners Association, Vitarte-Lima, 2023, through a bibliographic review and a descriptive, quantitative and correlational approach. With a sample of 298 employees, a significant positive assessment was found (r = 0.77, R² = 0.588) between endomarketing and engagement. The results show that an adequate implementation of endomarketing strengthens internal relationships and improves operational efficiency and business competitiveness. This underlines its importance as a key tool to enhance organizational performance in MSMEs.