THE IMPACT OF CUSTOMER ORIENTATION, PRODUCT KNOWLEDGE AND ADAPTIVE SELLING BEHAVIOR IN THE SALES PERFORMANCE

The demand for beauty products is increased rapidly MSMEs owners are competed
to produce products with instant results according to market demand. Compete to
fulfill market demands and cause many illegal products to appear. The purpose of
this study is to investigate the impact factors that can have on increasing sales
performance of MSMEs beauty products in Bogor City. Specifically, this study
aims to investigate the impact of customer orientation, product knowledge, and
adaptive selling behavior among MSMEs’ beauty product owners. Based on the
calculation results, 159 samples of MSMEs in Bogor. Process the data obtained
using SPSS. The findings revealed that customer orientation, product knowledge,
and adaptive selling behavior all had significant influences in sales performance.
The regression analysis product knowledge is not significant. Furthermore, the
variable customer orientation and adaptive selling behavior is significant. This
study provides benefits to companies by increasing sales in the long term therefore
they can increase company profits and achieve company targets by implementing
sales performance for the company. This research also includes a summary,
interpretation, implications of the study, limitations, recommendations, and
conclusion.
Keywords: Customer Orientation, Product Knowledge, Adaptive Selling Behavior,
Sales Performance