SALES TEAM PERFORMANCE EVALUATION: FUZZY AHP APPROACH IN MCDM MODEL

  • Karlena Indriani Universitas Bina Sarana Informatika
  • Irwansyah Saputra
  • Nurmalasari
  • Ahmad Yani
  • Ade Christian
Keywords: Evaluasi Kinerja, Fuzzy AHP, Kualitatif, Kuantitatif, MCDM, Sales force.

Abstract

Tenaga penjualan adalah aset paling penting bagi sebuah perusahaan. Pengembangan kompetensi tenaga penjualan tidak dapat sepenuhnya dievaluasi karena kompleksitas keterampilan yang langsung diperoleh dan digunakan. Kesulitan dalam menentukan kriteria penilaian yang sesuai untuk mengevaluasi kinerja tenaga penjualan di perusahaan tidak cukup hanya menggunakan persepsi manusia oleh manajemen. Hal tersebut karena penilaian dan persepsi manusia terhadap kriteria kualitatif selalu subjektif dan tidak tepat. Dalam menentukan beberapa kategori kriteria, diperlukan teknik kuantitatif dan kualitatif sebagai sarana pengambilan keputusan dalam organisasi. Penelitian kuantitatif menghasilkan data dalam bentuk angka, sedangkan penelitian kualitatif cenderung menghasilkan data yang disajikan dalam bentuk narasi dan teks. Dalam penelitian ini, diusulkan model MCDM menggunakan metode Fuzzy AHP untuk mengevaluasi kinerja tenaga penjualan di departemen pemasaran perusahaan guna menentukan prioritas dan peringkat objektif dari alternatif. Hasil penelitian menunjukkan bahwa konsistensi rasio validasi menggunakan metode Fuzzy AHP pada kriteria kuantitatif diperoleh nilai 0,016 dan 0,015 untuk kriteria kualitatif. Kemudian analisis sensitivitas digunakan untuk mengidentifikasi dampak dari perubahan pada bobot relatif kategori kriteria kuantitatif yang nilainya diturunkan sebesar 3,85%, sehingga mempengaruhi penilaian secara keseluruhan. Secara spesifik pada pre-test dengan nilai akurasi sebesar 85%, sedangkan pada post-test menghasilkan akurasi yang lebih besar dengan nilai 95%, dapat diinterpretasikan bahwa evaluasi kinerja tenaga penjualan menggunakan metode Fuzzy AHP menghasilkan prioritas dan peringkat alternatif yang lebih objektif dan sangat sesuai untuk diimplementasikan di perusahaan. Analisis uji t-produksi nilai p adalah 0,000494 yang lebih kecil dari nilai alpha (0,05), menunjukkan bahwa hasilnya efektif.

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Published
2024-05-31