Model Strategic Sales Performance Berbasis Integrasi Digital Marketing Capability, Customer Relationship Management, dan Sales Innovation melalui Peran Mediasi Sales Effectiveness pada PT Lancar Laju Barokah. Daerah Istimewa Yogyakarta. Indonesia

Dita Zulfadin Dahlan; Zunan Setiawan; Purwoko Purwoko

doi:10.69693/ijmst.v4i3.12641

Authors

Dita Zulfadin Dahlan Universitas Ahmad Dahlan
Zunan Setiawan Universitas Ahmad Dahlan
Purwoko Purwoko Universitas Ahmad Dahlan

DOI:

https://doi.org/10.69693/ijmst.v4i3.12641

Keywords:

Digital Marketing Capability, Customer Relationship Management, Sales Innovation, Sales Effectiveness, Sales Performance

Abstract

Perubahan lingkungan bisnis digital mendorong perusahaan untuk mengembangkan strategi penjualan yang berorientasi pada pencapaian transaksi, kemampuan organisasi dalam memanfaatkan teknologi digital, membangun hubungan pelanggan, dan mengkreasikan inovasi proses penjualan. Penelitian ini bertujuan untuk menganalisis model strategic sales performance berbasis integrasi digital marketing capability, customer relationship management, dan sales innovation melalui peran mediasi sales effectiveness pada PT Lancar Laju Barokah. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 220 responden yang terdiri dari tenaga penjualan, manajemen pemasaran, dan pelanggan perusahaan. Analisis data dilakukan menggunakan pendekatan Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui perangkat lunak SmartPLS 5.0. Hasil pengujian menunjukkan bahwa digital marketing capability berpengaruh positif dan signifikan terhadap sales effectiveness (β = 0,312; p < 0,001), customer relationship management berpengaruh positif terhadap sales effectiveness (β = 0,356; p < 0,001), dan sales innovation berpengaruh positif terhadap sales effectiveness (β = 0,281; p < 0,001). Selanjutnya, sales effectiveness terbukti berpengaruh signifikan terhadap sales performance (β = 0,527; p < 0,001) dan memediasi hubungan antara variabel strategis pemasaran terhadap sales performance.. Model penelitian mampu menjelaskan 61,4% variasi sales performance. Penelitian ini menyimpulkan bahwa peningkatan sales performance perusahaan dapat dicapai melalui integrasi kemampuan digital marketing, customer relationship management, dan sales innovation yang diarahkan melalui sales effectiveness.

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