PENERAPAN TRANSFORMASI DIGITAL DALAM PENINGKATAN KOMPETENSI DAN KINERJA SALES MARKETING CV TUNAS ABADI

Furniture and electronics industry companies contribute significantly to economic improvement in Indonesia. Along with the development of technology, CV Tunas Abadi, which engaged in this field, most of its activities are still conventionally based. This situation is an impetus to transform into a digital form, which starts from changing the sales marketing visit report. This research was made with the aim of knowing the effect digital transformation on improving sales competence and performance. Although the advantages of digital reports can be accessed in real time, flexible and efficient, this system is still a challenge for some employees who are not familiar with digital technology. In this case, support from various parties is needed so that all sales marketing employees have a high spirit of adaptation to get used to digital-based visit report data collection. This research method uses a qualitative approach with data triangulation analysis to increase the validity of the research results. Data acquisition techniques were carried out using interviews and observations. The results of this study indicate that digital transformation regarding visit reports can be accepted by sales marketing and managers well because it has a positive impact on improving sales competence and performance at CV Tunas Abadi.