Abstract

Purpose: The research aims at examining the impact of marketer capabilities and persistence on marketer performance and distribution of agricultural product facilities. Research design, data, and methodology: The research employs quantitative methods using a crosssectional design survey by analyzing the marketer of agricultural production facilities. Sampling was done using the purposive sampling technique and data were taken from 235 respondents. The data were then processed using SEM-PLS. Results: The findings reveal that both marketer capabilities and marketer persistence significantly impact the performance of agricultural product facility marketers. Notably, marketer persistence exerts a more dominant influence on marketer performance than marketer capabilities. Effective communication and coordination between the sales team and the distribution center emerge as crucial factors determining the success of distributing agricultural equipment to reach farmers' land at the optimal time. Conclusions: The findings offer valuable managerial insights for agricultural product facility companies seeking to enhance marketer performance. To achieve this, companies should focus on increasing marketer persistence, with an emphasis on nurture-focused persistence rather than closure-focused persistence. Additionally, improving marketer capabilities is crucial, starting with relationship development, followed by trust building, customer retention, responsiveness, and acquisition. These strategies can collectively contribute to boosting marketer performance within the organization.