Analysis marketing performance pada Celcius Men Store Sumatera

Samiono, Bambang Eko and Sati, Hafifah Laura (2023) Analysis marketing performance pada Celcius Men Store Sumatera. Discussion Paper. Program Studi Manajemen UAI, Jakarta. (Unpublished)

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Abstract

Every company strives to increase its sales with good and stable marketing performance. There are many factors that affect marketing performance itself, including Sales Force Motivation, Sales Force Training and Sales Force Performance. This study aims to determine and analyze whether Sales Force Motivation and Sales Training affect Marketing Performance with Sales Force Performance as an intervening variable, which was conducted at 10 Celcius Men (PT. Celcius Men (PT. Aditya Mandiri Sejahtera) branch stores on the island of Sumatra. The population of this study were Celcius Men employees on the island of Sumatra. The sample of this study were employees who worked at Celcius Men on the island of Sumatra, namely 100 employees. The data analysis method uses Path Analysis. The results of the path analysis show that there is an effect of Sales Force Training on Marketing Performance through Sales Force Performance both directly and indirectly. Other results show that there is no effect of Sales Force Motivation on Marketing Performance through Sales Force Performance either directly or indirectly.

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