ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KINERJA TENAGA PENJUALAN (Studi kasus pada PT Ulam Tiba Halim Semarang)

Abstract

Sales force is a very important aspect of marketing, the number of people involved and the amount of costs incurred makes the sales force a crucial area for the company in general. Sales force has a very important role in bridging the relationship between the company and consumers and also in the sale of the company's products. Apart from selling products, they also have to follow changes in market tastes and provide input to internal of company. Therefore the sales manager must improve the performance of the sales force, by understanding the salesperson and the factors that affect his performance. So from that this study was conducted to determine what factors influence the performance of salespeople. This study uses data analysis techniques Structural Equation Modeling (SEM). The object of this study is the sales force at PT Ulam Tiba Halim Semarang, which includes sales of motorists, sales canvas, and sales TO, with a total sample of 118 respondents. The results of this study indicate that the design area of the sales force, sales force competency, sales force control management system, has a positive and significant effect on the performance of sales force behavior. Regional sales force design, sales force competency, sales force control management system, have a positive and significant effect on sales force performance. The behavior performance of salespeople has a positive and significant effect on the performance of salespeople.