SALES TEAM PERFORMANCE EVALUATION: FUZZY AHP APPROACH IN MCDM MODEL

Karlena Indriani; Irwansyah Saputra; Nurmalasari; Ahmad Yani; Ade Christian

doi:10.51132/teknologika.v14i1.379

Karlena Indriani Universitas Bina Sarana Informatika
Irwansyah Saputra
Nurmalasari
Ahmad Yani
Ade Christian

DOI: https://doi.org/10.51132/teknologika.v14i1.379

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.

References

[1] Aktepe, Adnan & Ersoz, Suleyman (2021). A Fuzzy Analytic Hierarchy Process Model For Supplier Selection And A Case Study. International Journal of Research and Development (vol. 3, no. 1). January 2021.
[2] Asiegbu, et al. (2021). Salesforce Competence Development and Marketing Performance of Industrial and Domestic Products Firms in Nigeria. Far East Journal of Psychology and Business (vol. 2, no. 3). March 2021. California: Far East Center.
[3] Aydin, Serhat & Kahraman, Cengiz (2021). A Modified Fuzzy Analytic Hierarchy Process Based MCDM Methodology for Assessing E-commerce Website Quality: A Case Study in Turkey. Proceedings of the World Congress on Engineering 2021 (vol II). London: WCE.
[4] Catak, F. Ozgur, et al. (2022). Fuzzy Analytic Hierarchy Based DBMS Selection in Turkish National Identity Card Management Project. International Journal of Information Sciences and Techniques (vol. 2, no. 4). July 2022.
[5] Chang, Kuei-Feng & Yang, Hao-Wei (2021). A Study of Cosmetic Bundle by Utilizing a Fuzzy Analytic Hierarchy Process (AHP) to Determine Preference of Product Attributers Toward Customer Value. African Journal of Business Management (vol. 5 (22), pp. 8728-8739). 30 September, 2021. Lagos: Academic Journals.
[6] Das, Manik C., et al. (2013). A Decision Support Framework for Performance Evaluation of Indian Technical Institutions. Decision Science Letters, 2 (2013) 257–274. North Vancouver: Growing Science.
[7] Guo, Yongbo, et al. (2008). Application of Analysis of Competency Value on the Recruitment of Salesman. International Journal of Business and Management (Vol. 3, No. 6). June 2008. Toronto: Canadian Center of Science and Education.
[8] Itanyi, Okechukwu, et al. (2022). Evaluation of Decision Making Criteria with Special Reference to Quantitative and Qualitative Paradigms. African Journal of Business Management (vol. 6 (44), pp. 11110-11117). 7 November 2022. Lagos: Academic Journals.
[9] Kabir, Golam & Hasin, M. Ahsan Akhtar (2021). Multiple Criteria Inventory Classification Using Fuzzy Analytic Hierarchy Process. International Journal of Industrial Engineering Computations, 3 (2022) 123–132. North Vancouver: Growing Science Ltd.
[10] Karimi, A. R., et al. (2021). Selection of Wastewater Treatment Process Based on The AHP and Fuzzy Analytic Hierarchy Process Methods. Int. J. Environ. Sci. Tech, 8 (2), 267-280. Spring 2021. Tehran: IRSEN, CEERS, IAU.
[11] Landry, Edward, et al. (2007). The Adaptive Sales Force, Five Steps for Staying Aligned with Customers. McLean: Booz Allen Hamilton Inc.
[12] Lee, Ming-Chang (2010). The Analytic Hierarchy and the Network Process in Multicriteria Decision Making: Performance Evaluation and Selecting Key Performance Indicators Based on ANP Model. Convergence and Hybrid Information Technologies (pp. 426). March 2010. Vukovar: Intech.
[13] Lee, Amy H.I., et al. (2008). A Fuzzy AHP and BSC Approach for Evaluating Performance of IT Department in The Manufacturing Industry in Taiwan. Expert Systems with Applications, 34 (2008) 96–107. Elsevier Ltd.
[14] Mirkazemi, Seyedeh Azra, et al., (2019). Application of The AHP for The Performance Evaluation Criteria of Sport Office in Universities. Brazilian Journal of Biomotricity (v. 3, n. 4, p. 390-398). 2019.
[15] Palcic, I. & Lalic, B. (2019). Analytic Hierarchy Process As A Tool for Selecting and Evaluating Project. :IJSIMM.
[16] Rouyendegh, Babak Daneshvar & Erkan, Turan Erman (2022). Selecting The Best Supplier Using AHP Method. African Journal of Business Management (vol.6 (4), pp. 1455-1462). 1 February, 2022. Lagos: Academic Journals.
[17] Saaty, Thomas L. (2010). Economic Forecasting with Tangible and Intangible Criteria - The Analytic Hierarchy Process of Measurement and Its Validation. Ekonomski Horizonti (str. 5-45). 2010, 12, (1). Pittsburgh: RWS Publications.
[18] Saaty, Thomas L. (2008). Decision Making with The Analytic Hierarchy Process: Why is The Principal Eigenvector Necessary Int. J. Services Sciences (vol. 1, no. 1). 2008. Pittsburgh: RWS Publications.
[19] Srichetta, Phanarut & Thurachon, Wannasiri (2022). Applying FAHP to Evaluate and Select Product of Notebook Computers. International Journal of Modeling and Optimization (vol. 2, no. 2). April 2022.
[20] Tiryaki, Fatma & Ahlatcioglu, Beyza (2019). Fuzzy Portfolio Selection Using Fuzzy Analytic Hierarchy Process. Information Sciences, 179 (2019) 53-69. Elsevire Inc.
[21] Yildiz, Sebahattin & Karakas, Adem (2022). Defining Methods and Criteria for Measuring Business Performance: A Comparative Research Between The Literature in Turkey and Foreign. Procedia - Social and Behavioral Sciences, 58 (2022) 1091 – 1102. Elsevier Ltd.
[22] Varshney, K.R., et al. (2021). Estimating Post-Event Seller Productivity Profiles in Dynamic Sales Organizations. Data Mining Workshops (ICDMW), 2021 IEEE 11th International Conference on (pp.1191,1198, 11). 11 Dec. 2021. IEEE Computer Society.