Length of Working Experience sebagai Variabel Moderasi: Studi pada Industri Asuransi Jiwa
DOI:
https://doi.org/10.26623/slsi.v24i1.13939Abstract
Penelitian ini dilatarbelakangi oleh inkonsistensi temuan empiris mengenai pengaruh orientasi pelanggan dan keinovatifan tenaga penjualan terhadap kinerja tenaga penjualan. Untuk menjawab kesenjangan tersebut, penelitian ini menguji peran moderasi length of working experience dalam memperkuat hubungan kedua variabel tersebut terhadap kinerja tenaga penjual asuransi. Data dikumpulkan melalui penyebaran kuesioner kepada 150 tenaga penjualan asuransi jiwa di Kota Semarang yang dipilih secara menggunakan teknik purposive sampling dengan masa kerja minimal dua tahun dan masih aktif menjual. Data yang terkumpul dianalisis menggunakan SEM- AMOS. Hasil penelitian menunjukkan bahwa keinnovatifan tenaga penjualan berpengaruh positif dan signifikan terhadap kinerja tenaga penjualan, sedangkan orientasi pelanggan tidak menunjukkan pengaruh yang signifikan. Selain itu, length of working experience terbukti memoderasi hubungan antara keinnovatifan dan kinerja tenaga penjualan, di mana tenaga penjualan dengan pengalaman kerja yang lebih tinggi mampu mengimplementasikan inovasi secara lebih efektif dalam aktivitas penjualan. Namun, length of working experience tidak memoderasi hubungan antara orientasi pelanggan dan kinerja tenaga penjualan. Temuan ini mengindikasikan bahwa inovasi merupakan faktor kunci dalam peningkatan kinerja tenaga penjualan, khususnya ketika didukung oleh pengalaman kerja yang memadai, sementara orientasi pelanggan lebih berperan sebagai kompetensi dasar yang relatif seragam di seluruh tenaga penjualan. Temuan ini memberikan implikasi manajerial bagi perusahaan asuransi dalam meningkatkan kinerja penjualan melalui pengembangan keinnovatifan tenaga penjualan dan retensi strategis tenaga penjualan yang berpengalaman
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