Pengaruh Kompetensi Sumber Daya Manusia terhadap Kinerja Sales Promotion Brand Shinzui di Wilayah Solo Raya
DOI:
https://doi.org/10.55606/jumbiku.v6i2.7617Keywords:
Human Resource Competency, Retail Marketing, Sales Promotion Performance, Sales Promotion, ShinzuiAbstract
Field sales promotion work for a personal-care brand such as Shinzui depends heavily on the people delivering it, which is why this study set out to test whether human resource (HR) competency shapes the performance of Shinzui sales promotion staff in the Solo Raya area. Rising competition in the personal care industry means promoters can no longer rely on presence alone; they need real competency to win consumer trust and hit their sales numbers. To test this, a quantitative correlational design was used, drawing on 96 active Shinzui promoters across Solo Raya as the study sample; the sample size followed the Lameshow formula and participants were chosen purposively. Responses were gathered through a 1–5 Likert questionnaire, then run through validity and reliability checks, classical assumption tests, and a regression model in IBM SPSS Statistics 25. The regression results point to a clear, statistically significant link between HR competency and sales promotion performance: a coefficient of 0.824, t-value of 10.015 against a t-table of 1.986, and significance at 0.000 (below the 0.05 threshold). Taken together, these figures place HR competency — spanning motives, traits, self-concept, product knowledge, and communication skills — at the center of what drives promoter performance on the ground, and they point toward ongoing competency development as a strategic lever for strengthening direct sales teams in retail and personal care.
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