EFFECT OF ABILITY ON SALESPERSON PERFORMANCE THROUGH ADAPTIVE SELLING BEHAVIOR AS AN INTERVENING VARIABLE

  • Airlangga University
Abstract views: 157 , PDF downloads: 282

Abstract

This research was conducted at PT PX, which is a state-owned company in Indonesia appointed to
produce and distribute subsidized fertilizers. PT PX is facing the risk of being diverted from fertilizer subsidies
by the Government. To deal with this risk, PT PX has prepared a strategy that is to increase sales of non-
subsidized fertilizers and non-fertilizer products. However, the sales performance of non-subsidized fertilizers
and non-fertilizer products did not reach the target as expected. The author wants to examine whether the
sales target is not achieved due to salesperson’s ability. In addition to ability, sales performance is also
influenced by sales behavior done by salesperson, one of which is adaptive selling behavior. Therefore, this
study was conducted to determine the ability possessed by salesperson at PT PX on sales performance through
their adaptive selling behavior. This research was conducted using partial least square analysis techniques.
The results of this study indicate that the salesperson's ability has a significant effect on salesperson's
performance through adaptive selling behavior.

References

Anderson, E., & Oliver, R. (1987). Perspectives on behavior-based versus outcome-based salesforce
control systems. Journal of Marketing, 76-88.
Baldauf, A., & Cravens, D. W. (2002). The effect of moderators on the salesperson behavior
performance and salesperson outcome performance and sales organization effectiveness
relationship. European Journal of Marketing, 1367-1388.
Basir, M. S., Ahmad, S. Z., & Kitchen, P. J. (2010). The Relationship Between Sales Skills and
Salesperson Performance : An Empirical Study In The Malaysia Telecomunications
Company. International Journal of Management and Marketing Research.
Behrman, D. N., & Perreault, W. D. (1982). Measuring the Performance of Industrial Salesperson.
Journal of Business Research, 355-370.
Davis, K., & Newstorm, J. W. (1985). Perilaku Dalam Organisasi. Jakarta: Erlangga
Dutta, B., & Girish. (2011). Salesmanship. Mumbai: Himalaya Publishing House.
Hastuti, Y. W. (2014). Analisis yang Mempengaruhi Adaptive Selling Capability dan Dampaknya
Terhadap Kinerja Penjualan pada Perusahaan Farmasi di Kota Semarang. Jurnal Sains
Pemasaran Indonesia, 113-128.
Jaramillo, F., Locander, W. B., Spector, P. E., & Harris, E. G. (2007). Getting The Job Done : The
Moderating Role Of Initiative On The Relationship Between Intrinsic Motivation And
Adaptive Selling. Jornal of Personnal Selling & Sales Management, 59-74.
Limbu, Y. B., Jayachandran, C., Babin, B. J., & Peterson, R. T. (2016). Emphaty, Nonverbal
Immediacy, and Salesperson Performance: The mediating Role of Adaptive Selling Behavior.
Journal og Business and Industrial Marketing, 654-667.
Mangkunegara, A. P. (2012). Manajemen Sumber Daya Manusia. Bandung: PT. Remaja Rosdakarya.
McFarland, R., Challagalla, G., & Shervani, T. (2006). Influence Tactics for Effective Adaptive
Selling. Journal of Marketing, 103-117.
Predmore, C., & Bonnice, J. (1994). Sales success as predicted by a process measure of adaptability.
Journal of Personal Selling & Sales Management, 55-65.
Rentz, J. O., Shepherd, C. D., Tashchian, A., Dabholkar, P. A., & Ladd, R. A. (2002). A Measure of
Selling Skill : Scale Development and Validation. Journal of Personal Selling & Sales
Management , 13-21.
Robbins, S. P., & Judge, T. A. (2013). Organizational Behavior. Pearson Education, Inc.
Singh, R., Kumar, N., & Puri, S. (2017). Thought Self-leadership Strategies and Sales Performance:
Integrating Seliing Skill and Adaptive Selling Behavior as Missing Links. Journal of Business
& Industrial Marketing, 652-663.
Spiro, R. L., & Weitz, B. A. (1990). Adaptive Selling : Conceptualization, Measurement, and
Nomological Validity. Journal of Marketing Research, 61-69.
Suhariadi, Fendy. (2013). Manajemen Sumber Daya Manusia : Dalam Pendekatan Teoritis – Praktis.
Surabaya : Airlangga University Press.
Weitz, B. A., Sujan, H., & Sujan, M. (1986). Knowledge, Motivation, and Adaptive Behavior: A
Framework to Improving Selling Effectiveness. Jornal of Marketing, 174-191.
Published
2021-04-12
Section
Articles