Determinants of Ethical Sales Behavior and its Impact on the Performance of Salespersons

Abstract

Ethical behavior is a long-term trust relationship between salesperson and consumers, while salesperson performance is measured by short-term sales. In Indonesia, consumers make transactions based on their trust. Building relationships with consumers through ethical behavior can increase transactions which also increases the salesperson's performance as a result of long-term relationships with consumers. This study aims to analyze the effect of goal attributes and use of information technology on salesperson performance through ethical sales behavior. The subjects were salespersons of food and beverages in Java island consisting of 348 respondents, with the criteria of at least one year of experience in selling. Data were collected by distributing questionnaires. Data were analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM). Data analysis was carried out using descriptive and verification statistical techniques to determine the effect between variables through hypothesis testing. The results showed that the attributes of the goal and use of information technology both directly and indirectly showed a significant effect on the salesperson's performance through ethical sales behavior.