HUBUNGAN ANTARA KETERAMPILAN PENJUALAN DAN KINERJA TENAGA PENJUAL DI PERUSAHAAN CAT INDONESIA
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Abstract
The phenomenon of the existence of a successful salesperson and does not indicate that the variables affect the salesperson's performance. The understanding is beneficial for the company to provide training focus. The purpose of this study is to test the influence of sales skills dimensions (interpersonal skill, salesmanship skill, marketing skill, company's product knowledge and competitors' product knowledge) on salesperson performance in a domestic paint company which has the potential to influence salesperson performance. The questionnaire was distributed to 57 Supervisors with samples amounting to 268 salespersons form 348 population. The method is linear regression analysis through SPSS Statistik 26th edition software. This analysis was conducted to test the influence of sales skills dimensions on salesperson performance. Based on the questionnaire, it is evident that salesmanship and interpersonal skills have a significant influence on salesperson performance. On the contrary, the remaining three dimensions were found to have no influence on salesperson performance.
Abstrak
Fenomena adanya tenaga penjual yang sukses dan yang gagal menunjukkan bahwa terdapat variabel yang memengaruhi kinerja tenaga penjual. Pemahaman ini bermanfaat bagi perusahaan untuk memberikan fokus pelatihan. Penelitian ini ditujukan untuk menguji pengaruh dimensi keterampilan penjualan yakni: keterampilan interpersonal, keterampilan keahlian menjual, keterampilan pemasaran, kemampuan pengetahuan produk perusahaan dan kemampuan pengetahuan produk pesaing terhadap kinerja tenaga penjual di sebuah perusahaan cat nasional yang memiliki potensi untuk memengaruhi kinerja tenaga penjual. Kuesioner didistribusikan kepada 57 Supervisor dengan sampel sebanyak 268 orang dari populasi sejumlah 348 orang. Metode analisis regresi linier menggunakan perangkat lunak SPSS Statistik edisi 26, analisis ini untuk menguji atas pengaruh dimensi keterampilan terhadap kinerja dari tenaga penjual. Berdasarkan pengumpulan kuesioner terlihat bahwa keterampilan dalam penjualan dan keterampilan interpersonal secara signifikan memengaruhi kinerja tenaga penjual. Sementara itu, ketiga dimensi yang lain tidak berpengaruh terhadap kinerja tenaga penjual.
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