Faktor - Faktor yang Memengaruhi Kinerja Penjualan Tenaga Pemasar Asuransi Jiwa : Intensitas Persaingan sebagai Variabel Moderasi

Ismayani, Elygia Putri (2024) Faktor - Faktor yang Memengaruhi Kinerja Penjualan Tenaga Pemasar Asuransi Jiwa : Intensitas Persaingan sebagai Variabel Moderasi. Masters thesis, Universitas Tarumanagara.

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Abstract

Despite the growth, the role of the insurance industry in the national economy is relatively stagnant. The low penetration rate and tendency to stagnate is still a challenge that has not been
resolved optimally over the years. One of the most effective ways to increase insurance penetration in the community is through insurance agents. This study aims to determine the effect of capabilities of the sales organization on personal capabilities of salespeople and how this in turn leads to sales behavior and performance, taking into account the intensity of competition as a moderating variable. The research method employed is quantitative, utilizing a systematically distributed questionnaire through Google Forms distributed to 200 life insurance marketers in Indonesia. Data were analyzed using Partial Least Square (Smart PLS. 4). The study approach involves validity analysis, reliability test, R-square hypothesis testing, and moderation analysis. The results of the study indicate that (1) sales management capabilities and personal selling at the organizational level positively affects individual sales capabilities, (2) individual sales capabilities positively affects sales behavior and (3) sales behavior
positively affects sales performance. In addition, competitive intensity moderates the relationship between customer-oriented sales behavior and sales performance, as well as the relationship between sales-oriented sales behavior and sales performance.

Item Type:	Thesis (Masters)
Additional Information:	Dosen Pembimbing: Dr. Hetty Karunia Tunjungsari S.E., M.Si
Uncontrolled Keywords:	Keywords: Sales performance, sales management capabilities, So-Co behavior, competitive intensity, personal selling
Subjects:	Tesis Tesis > Pascasarjana
Divisions:	Pascasarjana
Depositing User:	Pasca Perpus
Date Deposited:	02 Jun 2026 09:24
Last Modified:	02 Jun 2026 09:24
URI:	https://repository.untar.ac.id/id/eprint/49605

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