Strengthening Sales Performance: The Role of Adaptive Selling Capability and Emotional Intelligence

Jefri Adikin Tarigan (Universitas Ciputra Surabaya)
Teofilus Teofilus (Universitas Ciputra Surabaya)

Jurnal IPTEK Bagi Masyarakat
Vol 6 No 1 (2026)

This study examines the effect of Adaptive Selling Capability on Selling Performance through Emotional Intelligence in pharmaceutical sales. Using a quantitative PLS-SEM approach, data were collected from 52 sales representatives through total sampling. The results show that Adaptive Selling Capability significantly improves Emotional Intelligence, while Emotional Intelligence significantly improves Selling Performance. Adaptive Selling Capability has no significant direct effect on Selling Performance, but its indirect effect through Emotional Intelligence is positive and significant, indicating indirect-only mediation. The findings support Social Cognitive Theory and highlight the importance of Emotional Intelligence training and coaching to help sales representatives manage pressure, customer rejection, and interactions effectively.