Managing Sales Force to Improve Performance and its Impact on Purchase Decision (Case Study SMEs in Kota Gede D.I Yogyakarta)

Abstract

The purpose of this research is to determine the ability of the sales force to improve organizational performance and its impact on purchasing decisions of SMEs in the Silver Craft Industry in Kotegede Yogyakarta. This research is a quantitative type of research. The population in this study are consumers who are in the silver industry with a sample size of 115 respondents. The non-probability sampling technique used is incidental. The data collection method in this research is descriptive and path analysis. The result shows that sales ability has an effect on organizational performance and has an impact on purchasing decisions with an effect of 43.20%.