<![CDATA[This study aims to determine the influence of Sales Person Behavior, Customer Relationship Management (CRM), and Sales Promotion on Sales Performance at Swiss-Belhotel Borneo Samarinda. The sample in this study consisted of 40 frontliner employees who directly interact with customers. Data were collected through questionnaire distribution and documentation. The analytical tools used in this study included multiple linear regression analysis, partial correlation coefficient, multiple correlation coefficient, coefficient of determination, and hypothesis testing using t-test and F-test processed with IBM SPSS version 30. The results of the multiple linear regression analysis produced the equation Y = 1.812 + 0.294(X1) + 0.283(X2) + 0.342(X3). This equation indicates that Sales Person Behavior (X1), Customer Relationship Management (CRM) (X2), and Sales Promotion (X3) have a positive effect on Sales Performance (Y). The t-test results show that Sales Person Behavior has a t-value of 2.815 with a significance value of 0.008 < 0.05, indicating a significant partial effect on Sales Performance. Customer Relationship Management (CRM) has a t-value of 2.760 with a significance value of 0.009 < 0.05, indicating a significant partial effect on Sales Performance. Sales Promotion has a t-value of 2.861 with a significance value of 0.007 < 0.05, indicating a significant partial effect on Sales Performance. Furthermore, the F-test results show that the F-value is 95.992 with a significance value of < 0.001 < 0.05, indicating that Sales Person Behavior, Customer Relationship Management (CRM), and Sales Promotion simultaneously have a significant effect on Sales Performance at Swiss-Belhotel Borneo Samarinda. The coefficient of determination (R²) value of 0.889 indicates that Sales Performance is influenced by Sales Person Behavior, Customer Relationship Management (CRM), and Sales Promotion by 88.9%, while the remaining 11.1% is influenced by other variables outside this study]]>
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