ANALISIS FAKTOR-FAKTOR PENGARUH SELLING IN YANG BERDAMPAK TERHADAP KINERJA PENJUALAN ( Studi Kasus pada Distributor PT. Djarum : PT. Lokaniaga Adi Permata Tegal )

Abstract

In a competitive market, companies should be able to achieve good performance in order to compete well against their competitors. One of the important factors determining the performance of company is the sales performance. The sales performance will have good fit it is supported by good selling, specially selling in. This study was intended to find out wheather relationship, company image and sales force capability can influence toward the selling in performance and how the sales performance can be accounted for by selling in. The method for analysis used for this study was Structural Equation model ( SEM ), by which four hypoteses were tested. The testing of the main hypoteses showed that there was a positive relationship between, relationship, company image, sales force capability to increase selling in performance. The selling in performance also had real effects on the sales performance. The computation of model, by using the goodness of fit, showed acceptable result : x2 (Chi Square), GFI (Goodness of Fit Index), AGFI (Adjusted Goodness of Fit Index), CFI (Comparative Fit Index), RMSEA (Root Mean Square Error of Approximation), TLI (Tucker Lewis Index) and CR (Critical Ratio). Pada pasar yang kompetitif, perusahaan dituntut untuk dapat menghasilkan kinerja yang baik agar dapat bersaing dalam membangun kinerja penjualan. Kinerja penjualan akan berjalan dengan baik, apabila ditopang dengan kinerja selling in yang baik pula. Penelitian ini ingin menguji apakah apakah hubungan distributor dengan outlet, citra perusahaan dan kemampuan tenaga penjualan berpengaruh pada kinerja penjualan serta bagaimana kinerja penjualan dapat dijelaskan melalui selling in. Teknik analisis yang digunakan pada penelitian ini adalah Structural Equation Model ( SEM ), di mana akan diuji empat hipotesis yang telah disusun. Hasil pengujian hipotesis utama menunjukkan ada hubungan positif antara hubungan distributor dengan outlet, citra perusahaan dan kemampuan tenaga penjualan terhadap selling in. Demikian pula selling in secara nyata mempengaruhi kinerja penjualan. Hasil komputasi untuk menguji model menunjukkan hasil yang dapat diterima dengan menggunakan goodness of fit yaitu : x2 (Chi-Square), GFI (Goodness of Fit Index), AGFI (Adjusted of Fit Index), CFI (Comparative Fit Index ), RMSEA (Root Mean Error of Approximation), TLI (Tucker Lewis Index), and CR (Critical Ratio).