As one of the biggest industry in Indonesia, agriculture industry keep improving themselves to be more digital in term of business operation and also how they communicate to their customer. Also triggered by COVID-19 situation that happened since early of 2019 in Indonesia, PT. Bayer Indonesia Crop Science division as one of the biggest multinational companies in agriculture has started its initiatives to reach the customer digitally and also keep doing effective field activity with target that it can improve its sales effort work performance by also improving their product brand awareness in the market. The writer doing this research to see how the relationship between digital communication is, field activity with brand awareness as mediating variables to sales effort performance of PT. Bayer Indonesia Crop Science division.

Keyword: agriculture, digital communication, field activity, brand awareness, sales and sales effort.