Meningkatkan Kinerja Tenaga Penjualan Melalui Kapabilitas Dinamik Mengikat Pelanggan (Studi Empirik Pada Tenaga Penjualan Industri Kosmetik Indonesia)

Abstract

This study aims to build a new concept (Novelty), Dynamic Customer Bonding Capability (DCBC) to bridge the inconclusive research that is between customer orientation and salesperson performance. The results of previous studies to date still can not be concluded in a deterministic so it becomes a research gap that must be solved. The new concepts in this study were analyzed using a relevant analysis knife in depth and empirically tested the salespeople of the cosmetics industry in Indonesia. This research method uses the Structural Equation Model (SEM) with research object of cosmetics industry sales force in Indonesia. There are 209 complete questionnaires generated from this research for further on if as a basis for drawing conclusions. Sampling technique using purposive sampling where the sample is taken based on predetermined criteria first. Empirical research test in this research use seven hypothesis. After the test model using AMOS 22 software found five hypotheses have a significant effect that is the higher the customer orientation of the salespeople the higher the dynamic customer bonding capability, the higher the portfolio of competitive experience the salespeople the higher the collaborative capability, the higher the collaborative capability of the salespeople, the higher dynamic customer bonding capability, the higher the collaborative capability the higher the salespeople performance, and the higher the dynamic customer bonding capability the higher the salespeople performance. The two hypotheses proved insignificant that the higher the customer orientation of the salespeople the higher the collaborative capability and the higher the portfolio of competitive experience of the salespeople the higher the dynamic customer bonding capability. The results of empirical research indicate that novelty dynamic customer bonding capability able to bridge the research gap between customer orientation and salespeople performance. Novelty in this study provides implications in the development of marketing science to enrich the body of the knowledge and provide implications for business practices in improving the performance of salespeople.