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Journal : JAM : Jurnal Aplikasi Manajemen

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Bridging Knowledge and Practice: The Role of Knowledge Sharing and Transfer of Training in Enhancing SPG Performance Suriadi; Jasiyah, Rabiyatul; Bahari, Samsul; Murini; Sultraeni, Wiwin; Hasddin; Mirad
Jurnal Aplikasi Manajemen Vol. 23 No. 3 (2025)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/

Abstract

In today’s highly competitive fast-moving consumer goods (FMCG) industry, sales promotion performance continues to face serious challenges due to the persistent imbalance between knowledge acquisition and its actual application in daily work practices. This issue is particularly evident among Sales Promotion Girls (SPG), whose performance directly affects customer engagement and company sales outcomes. This research aims to investigate how knowledge sharing and the transfer of training contribute to enhancing SPG performance at PT Unilever in Kendari City. Using a descriptive qualitative design, the study involved 25 key informants selected purposively from a population of 32 SPGs. Data were gathered through in-depth interviews, direct observation, and document analysis. The findings reveal that knowledge sharing significantly enhances performance through two dimensions: knowledge collecting (facilitated through formal training sessions, which increased conceptual understanding of product mastery and personal selling) and knowledge donating (through voluntary peer exchanges that strengthened practical competence). However, its effectiveness is often constrained by uneven knowledge distribution and limited institutional recognition. Successful training transfer is driven by field-based practice opportunities, cohesive teamwork, and motivation provided through reward systems. This study provides a novel perspective by highlighting how the integration of formal and informal knowledge flows can reinforce sustainable SPG performance and inform more adaptive human resource development strategies in dynamic sales environments.
Co-Authors . Yusnaini, . Abd. Muis Adha Sofianti Agung Anggara Lukmenda AGUS KURNIA Agustyawati, Dwi Ahmad Syuhada Aisyah Akhyar Alfisyahrin Ali, Masri Ananta Wira Pratama Andi Fatimah Yunus Andi Ibrahim Apriani, Ellita ARHAMI Arifuddin, Muhammad Arnadi Asharyati.R Asri Auliyah Nurwafiyyah Azhar Azmi, Saddam Bahari, Samsul Darwini, Nurul Fadhilah Puspa Dedi S Defirono , Ilham Devi Sara, Ira Diah Larasati Eka Ratna Dewi Eliyah Fadli Insani Ihsan Fatmawati Fatmawati Fatri Fendy Fitri Ramadhani Fitriansal Gapy, Mansur Haeril Halfiani, Waode Hamdi Hasddin Hastuti Haswandi Herman I Wayan Sujana Ibrahim Patunrengi, Iswadi Ira Devi Sara Istiqamah, Putri Nur Jasiyah, Rabiyatul Jenny Sari Tarigan Jumahida Kamaluddin Mantasa Kaspullah Katjina, Husna kosilah, Kosilah Kurniawan La Ode Rusadi Lismayuni M. Nizar Machmud Maharani, Pratiwi Mahdi Syukri Mardhiatul Husna Marianti Masri Masri Ibrahim Meliyanti Thamrin Mirad Moh. Ulya Alfarisy Muh. Ikhwan Guntur Muhaimin Hamzah Muhammad Idris Muhibbuddin Murini Mursidin Mutmainnah Jabar Nasruddin Nasution, Elvy Sahnur Nugraha, Romi Nurlaili Nurul Hilda Nurul Malahayati pengelola, pengelola Pradika, Jaka Purba, Rosmaida Putra, T. Edisah Rahman, Usman Rais, Muhamad Ramdhan Halid Siregar Romy Nugraha Rosvita, Ita Saediman Sahari, Alpi Saiful Simanungkalit, Erwinsyah Siregar, Ramdhan Halid sri murtini . Suhaeri Suhartin Suhufan, Mohammad Abdi Sultraeni, Wiwin sumartan Sumartan Sumartan Supriadi Suriani Syahrizal Syukriyadin Umurani, Khairul Wahyuddin, Nur Rahmah Yanti, Nur Eva Yenni Lukita YUNITA yusrina Yuwaldi Away Zainuddin