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Improving Sales Performance Through Shapping Ambience Interaction Dian Triyani; Elisabeth Rotua Simamora
INVEST : Jurnal Inovasi Bisnis dan Akuntansi Vol. 7 No. 1 (2026): INVEST : Jurnal Inovasi Bisnis dan Akuntansi
Publisher : Lembaga Riset dan Inovasi Al-Matani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55583/invest.v7i1.2179

Despite the recognized importance of relationship capability in improving salesperson performance, previous studies have reported inconsistent findings regarding its direct contribution to sales outcomes. This study addresses this gap by proposing shaping ambience interaction as a mediating mechanism that explains how relationship capability is translated into superior salesperson performance. Drawing on Service-Dominant Logic and*Interaction Theory, this study develops and empirically tests a comprehensive model linking relation capability, shaping ambience interaction, sales adaptiveness, sales innovativeness, and sales performance. Data were collected from 400 pharmaceutical salespeople in Indonesia using a structured questionnaire and analyzed using Structural Equation Modeling (SEM) with AMOS. The results demonstrate that relation capability significantly enhances shaping ambience interaction, which subsequently improves salesperson performance both directly and indirectly through sales adaptiveness and sales innovativeness. Among the proposed relationships, shaping ambience interaction emerged as the central mechanism connecting relational capability with salesperson outcomes, while sales adaptiveness exerted a stronger influence on performance than sales innovativeness. These findings extend Service-Dominant Logic and Interaction Theory by introducing shaping ambience interaction as a key interaction-based capability that bridges relational resources and salesperson performance. The study also provides practical implications for pharmaceutical companies seeking to strengthen sales effectiveness through relationship-oriented capability development and customer-centered interaction strategies.

Improving Sales Performance Through Shapping Ambience Interaction Dian Triyani; Elisabeth Rotua Simamora
INVEST : Jurnal Inovasi Bisnis dan Akuntansi Vol. 7 No. 1 (2026): INVEST : Jurnal Inovasi Bisnis dan Akuntansi
Publisher : Lembaga Riset dan Inovasi Al-Matani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55583/invest.v7i1.2179

Despite the recognized importance of relationship capability in improving salesperson performance, previous studies have reported inconsistent findings regarding its direct contribution to sales outcomes. This study addresses this gap by proposing shaping ambience interaction as a mediating mechanism that explains how relationship capability is translated into superior salesperson performance. Drawing on Service-Dominant Logic and*Interaction Theory, this study develops and empirically tests a comprehensive model linking relation capability, shaping ambience interaction, sales adaptiveness, sales innovativeness, and sales performance. Data were collected from 400 pharmaceutical salespeople in Indonesia using a structured questionnaire and analyzed using Structural Equation Modeling (SEM) with AMOS. The results demonstrate that relation capability significantly enhances shaping ambience interaction, which subsequently improves salesperson performance both directly and indirectly through sales adaptiveness and sales innovativeness. Among the proposed relationships, shaping ambience interaction emerged as the central mechanism connecting relational capability with salesperson outcomes, while sales adaptiveness exerted a stronger influence on performance than sales innovativeness. These findings extend Service-Dominant Logic and Interaction Theory by introducing shaping ambience interaction as a key interaction-based capability that bridges relational resources and salesperson performance. The study also provides practical implications for pharmaceutical companies seeking to strengthen sales effectiveness through relationship-oriented capability development and customer-centered interaction strategies.

Brand Loyalty dan Customer Dissatisfaction Membentuk Brand Switching melalui Variety Seeking Elisabeth Rotua Simamora; Andhy Tri Adriyanto; Adhi Pradiptya
Solusi Vol. 20 No. 4 (2022): October
Publisher : Fakultas Ekonomi, Universitas Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26623/slsi.v20i4.15576

Perilaku beralih merek (brand switching) pada konsumen produk input pertanian merupakan fenomena yang belum banyak dikaji, meskipun berdampak langsung pada keberlanjutan usaha penyedia sarana produksi pertanian. Artikel ini menganalisis bagaimana Brand Loyalty dan Customer Dissatisfaction membentuk Brand Switching, baik secara langsung maupun melalui Variety Seeking sebagai variabel intervening, pada petani pengguna produk pupuk Broad Plus di Demak. Studi ini meneliti 96 petani yang dipilih secara purposive sampling, dengan kriteria pernah membeli produk minimal dua kali, dan dianalisis ulang menggunakan pendekatan analisis jalur (path analysis) serta uji Sobel untuk menguji efek mediasi. Fenomena penurunan volume penjualan Broad Plus selama tiga tahun berturut-turut serta inkonsistensi temuan penelitian terdahulu mengenai arah pengaruh Brand Loyalty terhadap Brand Switching menjadi landasan kebaruan kajian ini, yang memosisikan konteks agraris sebagai pelengkap literatur brand switching yang selama ini didominasi produk digital dan gaya hidup perkotaan. Hasil analisis menunjukkan bahwa Brand Loyalty berpengaruh positif signifikan terhadap Variety Seeking namun tidak berpengaruh signifikan secara langsung terhadap Brand Switching; sebaliknya, Customer Dissatisfaction berpengaruh positif signifikan terhadap Variety Seeking maupun Brand Switching, dan Variety Seeking terbukti memediasi pengaruh kedua variabel independen tersebut terhadap Brand Switching. Temuan ini mengindikasikan bahwa ketidakpuasan konsumen, bukan lemahnya loyalitas semata, merupakan pemicu utama perpindahan merek pada segmen petani, sehingga strategi retensi pelanggan pada industri agroinput perlu diarahkan pada penjagaan mutu produk dan penyediaan variasi yang memadai.

The Influence of Perceptions of Price, Product Completeness, and Service Quality on Purchasing Decisions Mranggen Media Graphics Shop Budi Setiawan; Nur Aini Latifah; Sulistyorini Sulistyorini; Elisabeth Rotua Simamora
Economics and Business Solutions Journal Vol. 8 No. 1 (2024): Economics and Business Solutions Journal
Publisher : Universitas Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26623/ebsj.v8i1.9069

Science and technology are developing very fast from time to time. It requires companies to work quickly, innovatively, and creatively to remain competitive with their competitors and increase purchasing decisions at the Graphic Media Manager store. This research analyzes the influence of Price Perceptions, Product Completeness, and Excellent Service Quality on purchasing decisions at the Graphic Media Mranggen store. This research uses a purposive sampling method. The sample used in this research was 96 respondents from the customers of the Graphic Media Mranggen store. Data analysis in this research used the SPSS version 25 program. Tests included validity tests by comparing calculated r with r tables, reliability tests using Cronbach Alpha, and classical assumption tests, which included normality tests, multicollinearity tests, and heteroscedasticity tests. Multiple analysis tests are used to test how much influence the independent variable has on the dependent variable, prove the research hypothesis, and test the hypothesis with the t-test-test, f-test, and coefficient of determination test (R 2 ). This research shows that the variables of Price of Perception, Product Completeness, and Excellent Service Quality positively and significantly affect purchasing decisions at the Graphic Media Mranggen store. The results of this research give the impression that price perception, product completeness, and excellent service quality are factors that need to be considered to improve consumer purchasing decisions to achieve the goals set by the company.

Harnessing Value Transmission to Enhance Salesperson Performance and Relationships Elisabeth Rotua Simamora
Economics and Business Solutions Journal Vol. 9 No. 1 (2025): Economics and Business Solutions Journal
Publisher : Universitas Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26623/ebsj.v9i1.11882

The company capable of winning the competition is the company that becomes the choice for the customers. The success of a company in getting a reference on a customer's mind, thus resulting in purchasing actions carried out by customers must be distinct from the company's efforts to know what its priorities on customer desires and give them the best of their needs. One thing that supports this company's success is the management of the sales force. In improving sales force performance, each sales force must have expertise on adapting by digging information about the needs of buyers, own cognitive intelligence and knowledge of product goods. This research highlights the contradictory relationship between relational capabilities on performance power sales. The objective of this study is to analyze variable Value Transmission Effectiveness, which are expected to resolve the contradiction between relational capability and sales performance. A distribution sample was given to Power Seller Pharmacy using a purposive sampling technique. The testing model and hypothesis use an equality analysis model (Structural Equation Model-SEM) with AMOS software

BRAND CONGRUITY WITH PARENT BRAND MEMPENGARUHI GREEN PURCHASE BEHAVIOR? Elisabeth Rotua Simamora; Maria Augustine Graciafernandy
Solusi Vol. 21 No. 4 (2023): October
Publisher : Fakultas Ekonomi, Universitas Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26623/slsi.v21i4.7961

This research aims to analyze the factors that influence the perceived value of environmentally friendly products on purchasing behavior for environmentally friendly brand products. The aim of this research is to build a comprehensive model and test the relationship between attitudes towards parent brand and self-brand congruity. Attitude toward green brand extension is used to mediate the relationship between the two constructs, namely the green brand perceived value and green brand purchase behavior. Respondents in this research were users of environmentally friendly fashion, namely Levi's products, The Body Shop in Semarang. The sampling technique used was purposive sampling technique. The questionnaire distributed in this research was 444 respondents. Only 400 questionnaires could ultimately be used in this research. The data analysis technique in this research uses PLS-SEM with WarpPLS version 7.0. The research results show that: (1) attitudes towards the parent brand and self-brand congruity have a positive effect on the green brand perceived value (2) green brand perceived value has a positive effect on attitudes towards green brand extension and (3) attitudes towards green brand extension have a positive effect on green brand purchase behavior.

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