The Influence of Human Resource Competence in Marketing on Sales Performance of (SMEs) in Indonesia Pengaruh Kompetensi Sumber Daya Manusia dalam Pemasaran terhadap Kinerja Penjualan (UKM) di Indonesia
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This study examines the impact of human resource (HR) competencies in marketing on the sales performance of small and medium enterprises (SMEs) in Indonesia. Data were collected through a survey of 100 SMEs across various sectors and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The HR competencies assessed include product positioning, relational marketing, and channel management, which were tested against four performance indicators: sales growth, profitability, operational efficiency, and customer satisfaction. The findings indicate that HR marketing competencies exert a positive and significant influence on all performance dimensions, with the strongest effects on sales growth (β=0.621) and profitability (β=0.581), followed by operational efficiency (β=0.541) and customer satisfaction (β=0.491). These results are consistent with prior studies highlighting the role of marketing-oriented HR competencies in enhancing firm revenues. Theoretically, this study reinforces the Resource-Based View (RBV) and Dynamic Capabilities Theory within the SME context, while practically recommending investments in competency-based training and the adoption of simplified performance evaluation systems to foster sustainable SME growth.
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