PENGARUH PENJUALAN BERORIENTASI PELANGGAN, KUALITAS HUBUNGAN PENJUAL PEMBELI, DAN PERILAKU PENJUALAN ADAPTIF UNTUK MENINGKATKAN KINERJA TENAGA PENJUAL (Studi Kasus Pada Tenaga Pemasar Keagenan PT Prudential Life Assurance Kota Semarang)
Abstract: This study aims to
analyze customer-oriented starters on buyer seller relationship quality and adaptive
sales behavior and its impact on salesperson performance. This study was taken
with a sample of 130 respondents who have been selected. Respondents are
salespeople at PT Prudential Life Assurance Kota Semarang. The analytical
technique used to process the data is Structural Equation Modeling (SEM) which
is run with software from AMOS version 22. Method of data collection using
probability sampling. The model of the study has met the rules of Goodness of
fit criteria, among which are: Chi Square (121,985), probability (0.058), RMSEA
(0,042), CMIN / DF (1,232), TLI (0,934) and CFI (0,946). The results of the
analysis show that customer-oriented prefixes have a positive and significant
effect on the quality of the buyer's seller relationship and the adaptive sales
behavior, but have no effect on the performance of salespeople. While the buyer
seller relationship quality and adaptive sales behavior have a positive and
significant influence on the performance of salespeople. The quality of the
buyer's seller relationship is the variable that has the greatest influence on
the performance of salespeople that is equal to 1.586; while the adaptive sales
behavior variable has an influence on the performance of salespeople of 0.177.
The conclusion of this research is the implementation of
customer-oriented sales proved to have a positive influence that can improve
the performance of salespeople by through the quality of buyer's seller
relationship and adaptive sales behavior.
Keywords: Customers Selling
Orientation, Seller Buyers Relationship Quality, Adaptif Selling Beavior, Sales
Performance
Penulis: Iqbal Muftiasa,
Mudiantono
Kode Jurnal: jpmanajemendd180446
