The main objective of this thesis is to study the factor that affecting salesman performance of general trade business. The variables involved in the study to indicate factors that affected salesman performance are salesman competency, salesman compensation, salesman loyalty. The Structural Equation Model (SEM) is being used to analyze the data from 532 samples across Indonesia using LISREL 9.10 as the main tools of analysis. It’s concluded that there is significant correlation from Salesman Competency to improve Sales Performance directly. Together with Salesman Loyalty as mediator between two variables can increase even better salesman performance by 28%. Salesman loyalty become strong partial mediator (92.7% mediating power) of salesman compensation to salesman performance. The implication of this finding is by putting loyalty in the context of salesman competency and compensation can improve salesman performance significantly. The Suggestion for improvement and the future use of this research being discussed in this paper for references.

Key Words: Salesman Competency; Salesman Compensation; Salesman Loyalty; Salesman Performance; Structural Equation Model; Distribution Company; Fast Moving Consumer Goods