Comparative Study of College Students through Factors Influencing Selling Skills as Property Sales Agents: The Case of PT HK Realtindo
With the emergence of the COVID-19 virus along with the government’s regulations on public activity restrictions for public health concerns, PT HK Realtindo, a property company based in East Jakarta, Indonesia, feels the need to change its conventional marketing strategy of direct client interaction. The proposed plan is to use an E-commerce application to sell their products via an online mobile platform with the potential recruitment of a community member as their property sales agent, specifically college students. The company foresees college students’ academic and non-academic experiences could indicate a high possibility of becoming a good fit as their sales agent with the required competencies. Thus, this research aims to measure the level of selling skills of college students and compare the samples to find the discriminant factors that differentiate their selling skills between demographic and behavioural groups. In this study, the author uses six selling skill dimensions with limitations to the soft-skills aspects of selling skills based on literature review and verified with two of the company’s representatives namely the head of human capital and sales manager. This research is a comparative study using a quantitative approach and a questionnaire was used as the tool to assess college students’ selling skills across the six dimensions. The data is analysed using descriptive analysis and comparative methods with the Mann-Whitney U test in the SPSS application. The major findings of this study show that college students generally have high to a very high level of selling skills. However, college students who are poorly involved in organizational activities show a moderate to high level only. The study’s findings also suggest that type of university, category of majors, and organizational involvement of college students act as discriminant factors that differentiate their selling skills dimensions, with each factor differentiating to some extent.