Adaptive Sales Strategy on Social Media Framework

Abstract

Important aspects of the drivers of company performance are the ability of the workforce, new technological opportunities, the efficiency of the work structure and work policies that allow employees to interact with technology. Competition in the trading world is increasingly fierce along with the rapid development of digital information technology, one of which is the use of social media as a marketing tool. However, there are still different results in several studies on the use of social media on salesperson performance. This study analyzes the effect of the use of social media on salesperson performance mediated by adaptive sales strategies in the trade industry. Data analysis using SPSS tools with 77 respondents number of salespersons. The results obtained are that there is a significant influence between the variables of the use of social media, adaptive sales strategies on salesperson performance. This study is able to provide an overview of the use of social media by salespersons where the variable adaptive sales strategy is proven to be a mediating variable but has only a small value.