Pengaruh Komisi Marketing Agent dan Tenaga Penjual Terhadap Target Penjualan yang Dimediasi oleh Citra Perusahaan Studi pada WOM Finance Cabang Serang
Main Article Content
Abstract
This research aims to analyze the influence of marketing agent commissions and sales personnel on sales targets, mediated by the company's image at WOM Finance Branch Serang. The objects of this study include sales targets of marketing agents, company image, marketing agent commissions, and sales personnel at PT WOM Finance Branch Serang. The subjects of the research are the company and the marketing agents of PT WOM Finance. The population data is derived from the number of marketing agents who contributed to sales from January to December 2023. Using the sampling method according to Hair et al. (1998), a sample of 100 respondents was obtained. The research results indicate that Marketing agent commissions have a significant positive impact on sales targets. Sales personnel also have a significant positive impact on sales targets. Marketing agent commissions significantly positively affect the company's image. Sales personnel significantly positively affect the company's image. The company's image significantly positively impacts sales targets. The company's image significantly mediates the relationship between marketing agent commissions and sales targets. The company's image also significantly mediates the relationship between sales personnel and sales targets. This study emphasizes the importance of the company's image as a mediating factor in the relationship between marketing agent commissions and sales personnel on achieving sales targets at PT WOM Finance Branch Serang.
Downloads
Article Details
![Creative Commons License](http://i.creativecommons.org/l/by-sa/4.0/88x31.png)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Amron, A. (2018). Repeat Order On the Consumers of Bottled Drinking Water in Semarang, Indonesia. International Journal of Economics, Commerce, and Management, VI(7), 432–441.
Anuraga, W., & Sitohang, S. (2015). Pengaruh Produk, Harga, Promosi, dan Merk terhdap Keputusan Pembelian Ulang. Jurnal Ilmu Dan Riset Manajemen, 4(10), 1–18.
Arianto, N., & Patilaya, E. (2018). Pengaruh Kualitas Produk dan Kelengkapan Produk terhadap Keputusan Pembelian Produk Salt and Pepper Pada PT Mitra Buasa Sentosa Bintaro. Jurnal KREATIF: Pemasaran, Sumber Daya Manusia, Dan Keuangan, 6(2).
Arifuddin, R. R., Kadir, A. R., & Kadir, N. (2019). Pengaruh Personal Selling dan Digital Marketing terhadap Keputusan Pembelian Polis Asuransi PT. GBE General Insurance Indonesia Cabang Makassar. Hasanuddin Journal of Applied Business and Entrepreneurship, 2(3), 92–108.
Azis, M. D. (2014). Pengaruh Kualitas Layanan, Kompetensi Tenaga Penjual Dan Citra Perusahaan Terhadap Keputusan Menggunakan Kembali Jasa Pada Pt. Mandala Multifinance Cabang Palu. Katalogis, 2(7).
Barker, A. T. (2009). Benchmarks of Successful Salesforce Performance. Canadian Journal of Administrative Sciences / Revue Canadienne Des Sciences de l’Administration, 16(2), 95–104. https://doi.org/10.1111/j.1936- 4490.1999.tb00616.x
Buchory, A. H., & Saladin, D. (2010). Manajemen Pemasaran (1st ed.). Bandung: Linda Karya.
Buttle, F. (2007). Costumer Relationship Management: Concept and Tools. Jakarta: Bayumedia Publishing.
Cendriono, N., & Eka Ardiana, T. E. A. (2018). Pengaruh Kualitas Pelayanan Terhadap Pembelian Ulang Dawet Jabung yang Dilihat dari Kepuasan Pelanggan sebagai Variabel Mediasi. Jurnal Akuntansi Dan Pajak, 18(2), 188. https://doi.org/10.29040/jap.v18i2.120
Ekaprana, I. D. G. A., Jatra, I. M., & Giantari, I. G. A. K. (2020). Pengaruh Kualitas Produk, Kualitas Layanan, dan Citra Merek Terhadap Niat Pembelian Ulang. E-Jurnal Manajemen Universitas Udayana, 9(8), 2895.
https://doi.org/10.24843/EJMUNUD.2020.v09.i08.p01
Fauzi, D. H. (2021). Determinasi Keputusan Pembelian dan Pembelian Ulang (Literature Review Manajemen Pemasaran). Jurnal Ilmu Manajemen Terapan, 2(6), 790–800. https://doi.org/10.31933/jimt.v2i6
Fitzsimmons, J. A., & Fitzsimmons, M. J. (2014). Service Management: Operation, Strategy, Information Technologi (8th ed.). New York: The McGraw-Hill.
Ghozali, I. (2016). Aplikasi Analisis Multivariat dengan Program IBM SPSS 23
(8th ed.). Semarang: Badan Penerbit Universitas Diponegoro.
Gunarsih, C. M., Kalangi, J. A. F., & Tamengkel, L. F. (2021). Pengaruh Harga Terhadap Keputusan Pembelian Konsumen Di Toko Pelita Jaya Buyungon Amurang. Productivity, 2(1), 69–72.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2013). Multivariate Data Analysis. London: Pearson Education Limited.
Handrianto, Y., Taufiq, G., & Yulia, S. (2021). Model Sistem Pendukung Keputusan Penilaian Prestasi Marketing Agent Menggunakan Metode Analitycal Hierarchy Process (AHP). Jurnal Inovasi Informatika, 6(2), 75-85.
Hasibuan, R. R. (2021). Analisis Pengaruh Kualitas Produk, Promosi, dan Tenaga Penjual Terhadap Keputusan Pembelian Produk Kosmetik Import Oriflame di SPO 1507. Jurnal Ekonomi, 11(2), 1–12.
Hendriyanto, A. (2012). Analisis Pengaruh Keahlian Menjual Tenaga Penjual, dan Kualitas Pelayanan Glaxo Smith Kleine Terhadap Kinerja Tenaga Penjual. Jurnal Ilmu Manajemen Dan Akuntansi Terapan (JIMAT), 3(2), 28–34.
Junior, O. M. S., Areros, W. A., & Pio, R. J. (2019). Pengaruh Brand Image dan Persepsi Harga Terhadap Kualitas Pelayanan dan Kepuasan Pelanggan (Studi pada Pelanggan Datsun Nissan Martadinata). Jurnal Administrasi Bisnis, 8(2), 1–9.
KBBI. (2023). Kamus Besar Bahasa Indonesia (KBBI) (Online). Retrieved March 12, 2023, from https://kbbi.kemdikbud.go.id/
Kotler, P., & Keller, K. L. (2016). Marketing Manajement (15th ed.). Harlow: Pearson Education Limited.
Kusuma L., Saleh S., Sinarwati S., (2019). Pengaruh Kualitas Layanan Terhadap Kepuasan Konsumen yang Dimediasi oleh Citra Perusahaan. Jurnal JUMBO Jurnal Manajemen, Bisnis dan Organisasi. Vol. 3 No.2.
Lahagu, A. (2021). PENINGKATAN TARGET PENJUALAN MELALUI PEMBERIAN KOMISI KEPADA TENAGA PEMASARAN PADA PT. SYALOM ANUGRAH PERKASA. Warta Dharmawangsa, 15(3), 382-388.
Muhtarom, A., Syairozi, I., & Wardani, N. D. (2022). Analisis Persepsi Harga, Kualitas Pelayanan, Customer Relationship Marketing, dan Kepercayaan Terhadap Peningkatan Penjualan DImediasi Loyalitas Pelanggan pada UMKM Ayam Potong Online Elmonsu. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 5(1), 743–755. https://doi.org/10.36778/jesya.v5i1.628
Nababan, A. S. (2021). Analisis Yuridis Akibat Humuk Musnahnya Objek Jaminan Fidusia dalam Perjanjian Pembiayaan Konsumen (Studi di PT. WOM Finance)
Octavianita, R., & Darmawan, E. (2021). PENGARUH PERSONAL SELLING TERHADAP PENCAPAIAN TARGET PENJUALAN (STUDI KASUS PT. SETIAWAN SEDJATI). Eqien - Jurnal Ekonomi Dan Bisnis, 8(2), 218 -. https://doi.org/10.34308/eqien.v8i2.266
Safitri, E., Rahayu, M., & Indrawati, N. K. (2016). Pengaruh Kualitas Pelayanan Dan Citra Perusahaan Terhadap Kepuasan Pelanggan Dan Loyalitas Pelanggan Service Center [Studi Pada Pelanggan Samsung Service Center Di Kota Malang. Ekonomi Bisnis, 21(1), 55311.
Sander, D. A., Chan, A., & Muhyi, H. A. (2021). Keterkaitan Citra Merek, Harga dan Kualitas Produk Terhadap Keputusan Pembelian Tinjauan Sistematis Literature Review. Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science), 20(3), 241-257.
Soehardi. (2022). Effect Of Advertising, Direct Marketing, Word Of Mouth And Personal Selling On Consumer Purchasing Decisions. Jurnal Manajemen, 26(1), 82–98. https://doi.org/10.24912/jm.v26i1.839
Suryatama, F., & Suhaji, S. (2022). Komparasi Strategi Relationship Marketing Dan Pelayanan Prima Dengan Strategi Peningkatan Fee. BISECER (Business Economic Entrepreneurship), 5(1), 39-53.