DOI: 10.36347/sjebm.2019.v06i07.005

Pages: 367-372

This study aims to analyze the effect of learning orientation and communication skills on adaptive sales and their impact on the performance of salespeople. The sample in this study was all food culinary SME salespeople in the city of Semarang. The sampling technique was purposive sampling with the criteria of salespeople who have a minimum of two years’ experience. Data used primary data from the results of questionnaires, answers by respondents. While the analysis technique uses SEM, which is run through the AMOS 16.0 program. The results of the analysis provide empirical evidence that learning orientation and communication skills can increase adaptive sales which have an impact on improving the performance of salespeople.