Hubungan antara Big Five Personality dengan Customer- Oriented Selling pada Wiranaiga
Abstrak- Penelitian ini bertujuan untuk melihat hubungan big five personality dengan perilaku customer-oriented selling. Penelitian sebelumnya hanya mengukur perilaku secara umum, atau dalam kata lain tidak dikaitkan dengan perilaku pada pekerjaan tertentu. Tujuan penelitian ini adalah untuk mengetahui bagaimana kepribadian seseorang berperan dalam memunculkan perilaku customer-oriented selling pada wiraniaga asuransi. Responden 50 orang wiraniaga asuransi, bekerja lebih dari 1 tahun, dan secara aktif melakukan penjualan pribadi. Penelitian ini adalah penelitian survei sehigga digunakan customer-oriented selling scale yang diadaptasi dari penelitian Brown et al. 2002) yang disesuaikan dengan konteks pekerjaan wiraniaga asuransi dan big five intentory (BFI). Hasil penelitian menunjukkan bahwa hanya extraversion yang memiliki hubungan dengan perilaku customer-oriented selling, sedangkan tidak pada empat tipe kepribadian lainnya (p=0.007, p>0.05). Tidak adanya hubungan antara openness to experience, conscientiousness, agreeableness, dan neuroticism disebabkan adanya surface dan deep acting yang memengaruhi individu bertindak pada situasi penjualan.
Kata Kunci: Customer-oriented selling, big five personality traits, openness to experience, conscientiousness, extraversion, agreeableness, neuroticism
Abstract- The aim of this research is to see the relationship of big five personality with customer-oriented selling behavior. Previous research was seeing the relationship between big five personality and behavior in general, which in other word they were not seeing the behavior in specific job context. The purpose of the research is knowing how someone’s personality has a role in predicting customer- oriented selling behavior at insurance agents. There are 50 insurance agents as the respondent, which been work for more than a year and actively selling their product by themselves. This research is using survey method, which measuring customer- oriented selling by using scale from Brown et al. (2002) and adapt them into insurance context. Also, measuring big five personality using big five inventory (BFI). The result shows that only extraversion which have a positive significant relationship with customer-oriented selling behavior (p=0.007, p>0.05). In contrast, there’s no significant relationship between openness to experience, conscientiousness, agreeableness, neuroticism and customer-oriented selling behavior. This was caused by the role of surface and deep acting which related to how individual behave in selling insurance.
Keyword: Customer-oriented selling, big five personality traits, openness to experience, conscientiousness, extraversion, agreeableness, neuroticism
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