The Effect of Salesforces Satisfaction on the Mainstay Farmer Partner Performance ( A Study on Mainstay Farmer Partners in East Java) Herry Kristanto
Doctorate Program of Management Science, Brawijaya University, 65145, Indonesia
Abstract
The performance of the salesforces of the mainstay farmer partners is not yet high. The level of technology adoption has not been maximal. Productivity is still low. Sales growth and profitability have not been significant in the last five years. This is thought to be related to salesforces satisfaction. Thus, this study aims to examine the effect of salesforces satisfaction on the performance of mainstay farmer partner in East Java. The study is conducted using quantitative methods. The analysis unit is the mainstay farmer partner in East Java. Data is collected in 2020. PLS is used to test the hypothesis. The result showed that sales force satisfaction has an effect on the performance of the mainstay farmer partners. Value proposition is an aspect that has a more dominant influence than remuneration and career in improving the performance of reliable farmer partners in East Java. The results of this study have implications for companies associated with mainstay farmer partners that to improve the performance of mainstay farmer partners, it is necessary to increase salesforces satisfaction, especially in terms of value proposition.
