PENGARUH PELATIHAN PENJUALAN ADAPTIF TERHADAP ORIENTASI PELANGGAN PADA PRAMUNIAGA DI TOKO BUSANA MUSLIM

• Main Authors: , Asri Purnamasari, , Prof.Dr.Faturochman,MA.,Psi
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2012
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/100861/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=57831
• Institution: Universitas Gadjah Mada

Customer oriented selling is defined as the practice of the marketing concept at the level of individual salespeople and customers. Salesperson is customer oriented solutions provider delivering value by identifying customer needs, then help customers identify alternatives responsively, evaluate and then choose the best solution. The ability of adaptive selling is one factor that can increase customer orientation. This experimental study aimed to determine the effect of adaptive selling training in improving customer orientation on salesperson. The study involved 60 of salespeople divided into two groups. The experimental group (30 subjects) received adaptive selling training and another group (30 subjects) as a control group. This study used a pretest-posttest control group. The selection of subjects is based on hours of work shift to determine the subjects in the control and experimental groups. The tools used in this research is an adaptive selling training module, the scale of customer orientation, knowledge evaluation sheet in the group that received training, and training evaluation sheet. The level of customer orientation is measured using a scale of customer orientation. Measurements were taken one week before and four weeks after training of adaptive selling. The results of the analysis showed by mixed anova is that adaptive selling training can significantly improve customer orientation (F = 160.662, p <0.01). Contributions of adaptive selling training to customer orientation is 73.5%.