THE EFFECT OF SALESPERSON TECHNICAL KNOWLEDGE AND ADAPTIVE SALES BEHAVIOR ON CUSTOMER ATTITUDES (Case Study: The Automotive Brand at Cikarang and Bekasi Area)

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Quevara, Sultan Arrafi Nuryan (2026) THE EFFECT OF SALESPERSON TECHNICAL KNOWLEDGE AND ADAPTIVE SALES BEHAVIOR ON CUSTOMER ATTITUDES (Case Study: The Automotive Brand at Cikarang and Bekasi Area). Diploma thesis, IPMI Institute.

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Abstract

This study aims to analyze the effect of Salesperson Technical Knowledge (STK) and Adaptive Selling Behavior (ASB) on Customer Attitudes Towards Salespersons (CAS) at the automotive brand at Cikarang and Bekasi area. Amid fierce competition within the automotive industry and evolving vehicle technologies (such as eVs, hybrids, and EVs), sales representatives serve a vital role as brand consultants during the customer purchasing process. This research adopts an explanatory quantitative approach using a case study survey design. Data was collected through non-probability sampling, yielding a valid sample of 102 customer respondents. Data analysis was conducted using Structural Equation Modeling – Partial Least Squares (SEM-PLS) via SmartPLS 4.1 software. The empirical findings indicate that Salesperson Technical Knowledge has a statistically significant positive effect on customer attitudes. Likewise, Adaptive Selling Behavior demonstrates a significant positive influence on customer attitudes. The structural model achieved a coefficient of determination indicating that 49.6% of the variance in customer attitudes is directly explained by both variables, with moderate effect sizes. Furthermore, Importance-Performance Map Analysis (IPMA) revealed that Adaptive Selling Behavior holds higher structural importance, whereas Salesperson Technical Knowledge exhibits strong existing performance. In conclusion, deep technical competence and flexible communication adaptability represent essential pillars in driving positive customer perceptions. Showroom management is advised to prioritize adaptive selling workshops alongside continuous technical product updates.

Keywords: adaptive selling behavior, automotive industry, customer attitude toward salesperson, salesperson technical knowledge

Item Type:	Thesis (Diploma)
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Thesis > Bachelor of Business Administration
Depositing User:	sandra margaretha
Date Deposited:	24 Oct 2026 03:54
Last Modified:	24 Oct 2026 03:54
URI:	http://repository.ipmi.ac.id/id/eprint/3091

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