Efektifitas Penjualan Perusahaan Penerbitan dan Kinerja Tenaga Penjualan

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Abstract

Penelitian ini meneliti mengenai kinerja tenaga penjualan pada lemahnya predictors yang biasa untuk diperiksa (karakteristik organisasi, karakteristik lingkungan, karakteristik tenaga penjualan, motivasi, hadiah, kepuasan, kuota penjualan) (Churchill et al., tahun 1985). Tujuan penelitian ini untuk mengetahui pengaruh orientasi strategis perusahaan, kontrol manajer penjualan, desain wilayah penjualan terhadap kinerja tenaga penjualan serta menganalisis pengaruh kinerja tenaga penjualan terhadap efektifitas penjualan. Penelitian ini mengusulkan model untuk menyelidiki pengaruh orientasi, strategis perusahaan pengawasan pengelolaan penjualan, dan desain wilayah penjualan untuk kinerja tenaga penjualan dan pengaruh kinerja tenaga penjualan terhadap efektivitas penjualan. Penelitian ini menggunakan data dari 106 kuesioner yang dikumpulkan dari 136 manajer penjualan di perusahaan penerbitan di jawa tengah dan DIY sebagai sampel penelitian. Alat analisa data yang digunakan dalam penelitian ini adalah Structural Equation Modeling. Hasil penelitian menunjukan bahwa ketiga variabel bebas berpengarauh positif dan signifikan baik secara langsung ataupun tidak langsunh terhadap efektifitas penjualan dengan hipoesis yang diajukan adalah diterima.

 


This reseach exam the performance of the sales force in the usual weak predictors for inspection (organizational characteristics, environmental, salesperson, motivation, reward, satisfaction, sales quota) (Churchill et al., 1985). The purpose of this reseach to determine the effect of the company’s strategic orientation, control sales manager, sales territory design on the performance of the sales force to analyze the influence of the performance of the sales force to sales effectiveness. This reseach proposes a model to investigate the effects of orientation, supervision of the company’s strategic sales management, and sales territory design for the performance of the sales force and sales force performance influence the effectiveness of sales. This reseach used data from 106 questionnaires were collected at company as the reseach sample. Data analysis tools used to Structural Equation Modeling. The results showed that three variables are positive and significant effect, directly or indirectly to the effectiveness of sale of the hypothesis is accepted.

Keywords

Strategic Orientation; Sales Management Control; Sales Territory Design; Salesperson Performance; Sales Effectiveness

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References

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