ANALISIS EFEKTIVITAS MANAJEMEN SALURAN DISTRIBUSI DAN SALES FORCE DALAM MENINGKATKAN PENJUALAN DI WILAYAH PASAR DI PT. SEMEN TONASA = ANALYSIS OF THE EFFECTIVENESS OF DISTRIBUTION CHANNEL MANAGEMENT AND SALES FORCE IN INCREASING SALES IN MARKET AREA AT PT. SEMEN TONASA

The effectiveness of distribution management and sales teams is increasingly crucial amidst market changes, globalization, and technological developments. PT. Semen Tonasa, with its extensive distribution network and reliable sales team, has a great opportunity to remain competitive. However, less than optimal management can hinder this potential and weaken the company's competitiveness. This research aims to: 1) analyze the effectiveness of PT. Semen Tonasa's distribution channel management in increasing market share and supporting the Company's competitive advantage; and 2) evaluate the role of sales force management at PT. Semen Tonasa in improving sales performance and its contribution to the company's competitive advantage in the cement industry. This research uses a quantitative research type using a positivistic approach, where the quantitative data collected will be processed statistically to ensure the objectivity of the results. The population in this research were customers of PT. Semen Tonasa in South Sulawesi province in 2024 as many as 1,891 customers. While the sample in this research amounted to 100 respondents determined by purposive sampling technique and Slovin formula. Data collection techniques used in this research consisted of interviews, questionnaires/anchors, observations, and documentation. The analysis technique in this research was carried out using descriptive statistics, namely using the effectiveness ratio formula in assessing the effectiveness of distribution channels and sales force of PT. Semen Tonasa. The results of the research showed that: 1) Distribution channel management of PT. Semen Tonasa is effective with a high level of customer satisfaction, indicated by product availability, speed of delivery, and accuracy of information. Effectiveness reached 343%, supporting increased satisfaction and sales; 2) The role of sales is in the "High" category, with skills above 79% and sales effectiveness increasing from 92.72% (2022) to 98.57% (2023), reflecting excellent sales management.

Keyword : Distribution channels, sales force, PT. Semen Tonasa