Factors Affecting Salesperson Performance
The Case of Fast-Moving Consumer Goods
Keywords:
Salesperson, FMCG, Performance, FactorsAbstract
The purpose of this study is to examine the influence of factors suspected of influencing salesperson performance at PT. Rodamas. Literatures discussed include concepts and hypotheses related to salesperson performance. The research approach applied in this study is quantitative, involving one of the largest Fast Moving Consumer Goods (FMCG) companies in Indonesia, PT. Rodamas. Samples were determined using the sampling formula, resulting in 291 respondents that was selected based on Java Island’s. To analyse data according to the research model, we apply regression analysis with a specific technique to explore the effect of moderation. The results obtained indicate that two of the three hypotheses are supported, while one is not. The implication of this research result is that the company needs to follow up on this research result to apply it to policies and implement it in the company to improve salesperson performance.
References
Consulting, E. (2025). https://marketresearchindonesia.com/insights/articles/indonesias-fmcg-sector-
modern-consumer. Retrieved 9 2025
Sopta, M., Kovac, I., & Knezevic, D. (2017). Profit Maximization in Fast-Moving Consumer Goods Industry of Croatia . Global Business & Economic Review, 192-204.
Kitchen, P. J. (1989). Competitiveness in FMCG Markets. European Journal of Marketing, 23(1), 41-51.
Verma, S., Rojhe, K. C., Horska, E., Sharma, S., & Sedik, P. (2023). Consumer Decision-Making Rules for FMCG Products - Study of Rural in North India. Economies, 11(1), 26. https://doi.org/10.3390/economies11010026.
Incorp. (2025). How the New Investment List Liberates Indonesia's Consumer Goods Industry for Foreign Investments. Retrieved from https://www.cekindo.com/blog/consumer-goods-indonesia.
Statista. (2025). https://www.statista.com/outlook/cmo/food/sauces-spices/indonesia.
Baldauf, A., & Cravens, D. W. (2002). The Effect of Moderators on the Salesperson Behavior Performance and Salesperson Outcome Performance and Sales Organization Effectiveness Relationships. European Journal of Marketing, 35(11-12), 1367-1388.
Good, V., Hughes, D. E., & LaBrecque, A. C. (2020). Understanding and Motivating Salesperson Resilience. Marketing Letters, 32, 33-45.
Auer, M. (2020). The Impact of Growth Mindset on Employees Work Motivation, Individual Innovation Behavior and Career Satisfaction: A Quantitative Research on the Individual Employment Level. Master Thesis. University of Innsbruck School of Management.
Liu, Q., & Tong, Y. (2022). Employee Growth Mindset and Innovative Behavior Roles of Employee Strengths Use and Strengths-Based Leadership. Frontiers in Pyschology, 13, 1-12. https://doi.org/10.3389/fpsyg.2022.814154.
Osuji, A. O., & Edeme, N. C. (2023). Assessing the Effects of Incentive Scheme on Performance of Sales Force. International Journal of Academic Informantion Systems Research, 7(11), 9-17.
Mwamanenge, L. A. (2018). Assessing the Effect of Incentive Scheme of Performance of the Salesforce of Tanzania Cigarette Company. Dissertation. The Open University of Tanzania.
Gao, R. (., Murphy, W. H., & Anderson, R. E. (2020). Transformational Leadership Effects on Salespeople's Attitudes, Striving and Performance. Journal of Business Research, 110, 237-245. https://doi.org/10.1016/j.jbusres.2020.01.023.
Ha, K.-V., Nguyen, A.-T., & Nguyen, T.-T. N. (2024). Exploring the Influence of Transformational Leadership on Salesperson Job Performance: The Mediating Roles of Self-Efficacy and Creativity in Vietnamese SME'S. International Journal of Professional Business Review, 9(3), https://doi.org/10.26668/businessreview/2024.v9i3.4015.
Zeng, H. (2025). Neural Correlates of Growth Mindset: A Scoping Review of Brain-Based Evidence. Brain Sciences, 15(2), https://doi.org/10.3390/brainsci15020200.
Zarrinabadi, N., Rezazadeh, M., Karimi, M., & Lou, N. M. (2022). Why do Growth Mindsets Make You Feel Better About Learning and Your Selves? The Mediating Role of Adaptability. Innovation in Language Learning and Teaching, 16(3), 249-264. https://doi.org/10.1080/17501229.2021.1962888.
Kampa, K. (2023). Thought About Growth Mindset. The Language Teacher, 47.5, 13. https://doi.org/10.37546/JALTTLT47.5-3.
Kopytova, A. (1017). Pattern of the Rational Worker Incentive System. International Science Conference (p. 8. https://doi.org/10.1051/MATECCONF/201710608056). EDP Sciences.
Glaeser, D., & Van Quaquebeke, N. (2019). The Double-Edges Sword of Financial Incentive Schemes. Corporate Social Responsibiliuty and Corporate Change, 205-219. https://doi.org/10.1007/978-3-030-15407-3_10.
Manso, G. (2013). Motivating Innovation. Journal of Finance, 1823-1869. https://doi.org/10.2139/ssrn.891514.
Maldonado, C., & Goll, S. (2020). Transformational Leadership. In The SAGE Encyclopedia of Higher Education (p. https://doi.org/10.4135/9781529714395.n591).
Siangchokyoo, N., Klinger, R. L., & Campion, E. D. (2020). Follower Transformation as the Linchpin of Transformational Leadership Theory: A Systematic Review and Future Research Agenda. The Leadership Quaterly, 31(1), https://doi.org/10.1016/j.leaqua.2019.101341.
Korejan, M. M., & Shahbazi, H. (2016). An Analysis of the Transformational Leadership Theory. Journal of Fundamental and Applied Sciences, 8(3), https://doi.org/10.4314/JFAS.V8I3S.192.
Bolander, W., Satornino, C. B., Hughes, D. E., & Ferris, G. R. (2015). Social Networks within Sales Organizations: Their Development and Imporatence of Salesperson Performance. Journal of Marketing, 79(6), https://doi.org/10.1509/jm.14.0444.
Weitz, B. A. (1978). Relationship Between Salesperson Performance and Understanding of Customer Decision Making. Journal of Marketing Research, 15(4), https://doi.org/10.1177/002224377801500401.
Leigh, T. W., DeCarlo, T. E., Allbright, D., & Lollar, J. (2013). Salesperson Knowledge Distinction and Sales Performance. Journal of Personal Selling and Sales Management, 34(2), 123-140. https://doi.org/10.1080/08853134.2014.890902.
Lastner, M. N., Peasley, M. C., & Pelletier, M. J. (2022). A Nuanced Analysis of Salesperson Grit: Exploring Preserverance, Consistency and Mindset. Journal of Business-to-Business Marketing, 29(3-4), 271-291. https://doi.org/10.1080/1051712X.2022.2121505.
Pap, Z., Virga, D., Stefan, A. D., Bohle, S. L., & Media, F. M. (2025). Is Emotion the Engine? Positive Affect as the Mediator Between Employee Mindset and Performance in a Three-Wave Study. The Journal of Psychology, 1-20. https://doi.org/10.1080/00223980.2025.2460646.
Han, S. J., & Stieha, V. (2020). Growth Mindset for Human Resource Development: A Scoping Review of the Literature with Recommended Interventions. Human Resource Development Review, 19(3), 309-331. https://doi.org/10.1177/1534484320939739.
Kim, K.-D., Kim, J.-H., Park, J.-Y., & Choi, J.-Y. (2024). The Impact of Praise in Business on Sales Performance Through Incentives. Journal of Global Convergence Research, 3(2), 114-124. https://doi.org/10.57199/jgcr.2024.3.2.114.
Garbers, Y., & Konradt, U. (2013). The Effect of Financial Incentives on Performance: A Quantitative Review of Individual and Team-Bases Financial Incentives. Journal of Occupational and Organizational Psychology, 87(1), 102-137. https://doi.org/10.1111/JOOP.12039.
MacKenzie, S. B., Podsakoff, P. M., & Rich, G. A. (2001). Transformational and Transactional Leadership and Salesperson Performance. Journal of the Academy of Marketing Science, 29, 115-134. https://doi.org/10.1177/03079459994506.
Peesker, K. M., Ryals, L. J., Rich, G. A., & Boehnke, S. E. (2019). A Qualitative Study of Leader Behaviors Perceived to Enable Salesperson Performance. Journal of Personal Selling and Sales Management, 39(4), 319-333. https://doi.org/10.1080/08853134.2019.1596816.
Williams, L. J., & Anderson, S. E. (1991). Job Satisfaction and Organizational Commitment as Predictors of Organizational Citizenship and In-Role Behaviors. Journal Of Management, 17(3), 601-617. https://doi.org/10.1177/014920639101700305.
Oliver, R. L., & Erin, A. (1994). An Empirical Test of the Consequences of Behavior-and Outcome-Based Sales Control Systems. Journal of Marketing, 58(4), 53-67. https://doi.org/10.1177/002224299405800405.
Dweck, C. S. (2006). Mindset: The New Psychology of Success. Random House.
Bass, B. M., & Avolio, B. J. (2004). Multifactor Leadership Questionnaire: Manual and Sample Set (Vol. 3). Canada: Mind Garden.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Jurnal Manajemen
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
