PENGARUH PELATIHAN DAN MOTIVASI KERJA TERHADAP KINERJA SALES PT XYZ CIMAHI

The success of an organization is fundamentally driven by the quality of its human resources. PT XYZ, a company engaged in the nationwide distribution of health-related products and consumer goods in Indonesia, has encountered a consistent decline in sales performance over the past three years. This downturn is presumed to be associated with insufficient work motivation and the persistent failure to meet sales targets. The present study seeks to examine the extent to which training and work motivation impact the performance of sales personnel, as well as to explore the combined influence of both variables on overall sales outcomes. Utilizing a quantitative research design, the analysis was conducted through multiple linear regression, with data gathered from 39 sales representatives via structured questionnaires. The empirical findings reveal that: (1) training exerts a positive and statistically significant effect on sales performance; (2) work motivation likewise contributes positively and significantly to sales performance; and (3) both variables, when considered simultaneously, demonstrate a significant influence on the enhancement of sales outcomes. These results underscore the critical role of well-structured training programs and elevated levels of work motivation in strengthening sales performance. Consequently, efforts to develop and implement strategic initiatives targeting these two dimensions are expected to enhance the effectiveness of sales operations and facilitate the achievement of sales targets more efficiently.