Antecedents of Delegation of Pricing Authority and its Impact on the Performance of Sales Forces Distributor Company in Jember

This research is aimed to test and analyze the effect of customer heterogeneity, market uncertainty and consumer price sensitivity on delegation of pricing authority as well as to test and analyze the effect of delegation of pricing authority on sales performance. This research is explanatory research which is intended to identify the level and nature of cause-and-effect relationships. The research population was all sales personnel of food and beverage distributor companies in Jember City. Samples were taken using purposive sampling and accidental sampling methods and the number of samples was determined as 100 respondents. Data analysis and hypothesis testing were carried out using structural equation modeling (SEM-PLS). The research results show that customer heterogeneity, market uncertainty and consumer price sensitivity have a significant effect on delegation of pricing authority. Delegation of pricing authority has a significant effect on sales performance. Indirect test results show that customer heterogeneity and market uncertainty have a significant effect on sales performance with the mediation of delegation of pricing authority. Consumer price sensitivity does not have a significant effect on sales performance mediated by delegation of pricing authority