How Sales Interpersonal Skills Drive Wedding Organizers to Recommend Venues B2B

https://doi.org/10.35912/simo.v6i1.3543
Published: Apr 16, 2025

Abstract:

Purpose: This study examines the influence of sales interpersonal skills on wedding organizers' (WOs) trust and their willingness to recommend venues in business-to-business (B2B) relationships.

Methodology/approach: A sample of 41 members of the Bali Wedding Association was used, with 15 indicators assessed on a 5-point Likert scale to evaluate the impact of interpersonal skills on trust and recommendation behaviours. It is that these members do not all belong to the same organization.

Results/findings: The results show that sales interpersonal skills significantly enhance both the trust that WOs place in sales personnel and their willingness to recommend venues. Additionally, the study reveals that trust acts as a mediator in this relationship, meaning that interpersonal skills not only directly impact recommendations but also do so indirectly by fostering trust.

Conclusion: Despite the small sample size and geographic focus, which limit the generalizability of the findings, this research provides valuable insights into the key drivers of successful B2B relationships in the wedding industry.

Limitation: The study suggests that sales professionals and venue managers should prioritize developing strong interpersonal skills to enhance trust and foster positive recommendations from WOs. Future research should explore larger and more diverse samples to verify these findings across different regions and industries, expanding the understanding of interpersonal dynamics in B2B relationships.

Contribution: Specifically, it highlights the crucial role of interpersonal skills in building trust, which in turn increases the likelihood of venue recommendations.

Keywords:
1. Sales
2. Interpersonal Skills
3. Wedding Organizers
Authors:
1 . Clearesta Adinda
2 . Ni Kadek Swandewi
3 . Prastha Adyatma
4 . Darelia Damara Wikan
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How to Cite
Adinda, C., Swandewi, N. K. ., Adyatma, P., & Wikan, D. D. . (2025). How Sales Interpersonal Skills Drive Wedding Organizers to Recommend Venues B2B. Studi Ilmu Manajemen Dan Organisasi, 6(1), 159–171. https://doi.org/10.35912/simo.v6i1.3543
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Issue & Section
Vol. 6 No. 1 (2025): April
Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

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    Chen, S.-H., & Huang, Y.-C. (2024). The effects of ESG management on process innovation: The case of cement industry. Annals of Management and Organization Research, 6(2), 167-179. doi:10.35912/amor.v6i2.2031

    Chen, S.-H., & Shun, Y.-L. (2023). Integrating Importance-Satisfaction Model and Performance Evaluation Matrix to improve service quality. International Journal of Financial, Accounting, and Management, 5(3), 373-386.

    Evans, K. R., McFarland, R. G., Dietz, B., & Jaramillo, F. (2012). Advancing sales performance research: A focus on five underresearched topic areas. Journal of Personal Selling & Sales Management, 32(1), 89-105.

    Fauziah, N. A., Faeni, D. P., & Fikri, A. W. N. (2024). Pengaruh Learning Agility, Eksplorasi Kompetensi, dan Training terhadap Kinerja Karyawan melalui Komitmen. Studi Ilmu Manajemen Dan Organisasi, 5(2), 225-238. doi:10.35912/simo.v5i2.3457

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    Handoyo, S. (2024). Purchasing in the digital age: A meta-analytical perspective on trust, risk, security, and e-WOM in e-commerce. Heliyon, 10(8).

    Hasikin, H., & Harmonis, H. (2024). Strategi Diplomasi Dan Negosiasi Dalam Bisnis Wedding Organizer. Triwikrama: Jurnal Ilmu Sosial, 4(12), 71-80.

    Hsu, C.-c., Chen, S.-H., & Feng, X.-c. (2024). Analysis of Product Quality and Customer Satisfaction: A Case Study of the Automotive Parts Industry. International Journal of Financial, Accounting, and Management, 6(2), 245-259.

    Mandagi, D. W., Pasuhuk, L. S., & Kainde, S. (2024). The Combined Effect of Brand Gestalt, Brand Awareness, and Brand Image on Ecotourism WOM Intention. Jurnal Akuntansi, Keuangan, dan Manajemen, 5(3), 161-175.

    Mushi, G. O., Ismail, I. J., & Mchopa, A. D. (2024). The mediating effect of cross-functional coordination on the link between procurement interpersonal skills and user satisfaction in public procurement. Social Sciences & Humanities Open, 10, 101072.

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    Nasution, F. G., Susanti, N., & Abidin, S. (2022). Strategi Komunikasi Pemasaran dalam Mengembangkan Usaha Wedding Organizer di Masa New Normal: Study Kasus Ivora Organizer. Communication & Social Media, 2(1), 42-54.

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    Rayo, E. F., Rayo, N. M., & Mandagi, D. W. (2024). Social Media Marketing as a Key Determinant of Brand Gestalt and Brand Personality. Studi Ilmu Manajemen Dan Organisasi, 5(2), 299-316. doi:10.35912/simo.v5i2.3542

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    Umri, T. A. R., Samsudin, S., & Harahap, A. M. (2024). Sistem Informasi Pemesanan Nita Wedding Organizer Dengan Penerapan Customer Relationship Management Berbasis Web. Journal Of Science And Social Research, 7(2), 573-580.

  1. Balaji, M. S., Roy, S. K., & Quazi, A. (2017). Customers’ emotion regulation strategies in service failure encounters. European Journal of Marketing, 51(5/6), 960-982.
  2. Chen, S.-H., & Huang, Y.-C. (2024). The effects of ESG management on process innovation: The case of cement industry. Annals of Management and Organization Research, 6(2), 167-179. doi:10.35912/amor.v6i2.2031
  3. Chen, S.-H., & Shun, Y.-L. (2023). Integrating Importance-Satisfaction Model and Performance Evaluation Matrix to improve service quality. International Journal of Financial, Accounting, and Management, 5(3), 373-386.
  4. Evans, K. R., McFarland, R. G., Dietz, B., & Jaramillo, F. (2012). Advancing sales performance research: A focus on five underresearched topic areas. Journal of Personal Selling & Sales Management, 32(1), 89-105.
  5. Fauziah, N. A., Faeni, D. P., & Fikri, A. W. N. (2024). Pengaruh Learning Agility, Eksplorasi Kompetensi, dan Training terhadap Kinerja Karyawan melalui Komitmen. Studi Ilmu Manajemen Dan Organisasi, 5(2), 225-238. doi:10.35912/simo.v5i2.3457
  6. Good, M. C., & Schwepker Jr, C. H. (2022). Business-to-business salespeople and political skill: Relationship building, deviance, and performance. Journal of Business Research, 139, 32-43.
  7. Gulati, S., McDonagh, J., Sousa, S., & Lamas, D. (2024). Trust models and theories in human–computer interaction: A systematic literature review. Computers in Human Behavior Reports, 100495.
  8. Hanani, F. A., Triyuni, N. N., & Mataram, I. (2022). Implementation of Sustainable Event Management in Wedding Activities at The Apurva Kempinski Bali. Politeknik Negeri Bali.
  9. Handoyo, S. (2024). Purchasing in the digital age: A meta-analytical perspective on trust, risk, security, and e-WOM in e-commerce. Heliyon, 10(8).
  10. Hasikin, H., & Harmonis, H. (2024). Strategi Diplomasi Dan Negosiasi Dalam Bisnis Wedding Organizer. Triwikrama: Jurnal Ilmu Sosial, 4(12), 71-80.
  11. Hsu, C.-c., Chen, S.-H., & Feng, X.-c. (2024). Analysis of Product Quality and Customer Satisfaction: A Case Study of the Automotive Parts Industry. International Journal of Financial, Accounting, and Management, 6(2), 245-259.
  12. Mandagi, D. W., Pasuhuk, L. S., & Kainde, S. (2024). The Combined Effect of Brand Gestalt, Brand Awareness, and Brand Image on Ecotourism WOM Intention. Jurnal Akuntansi, Keuangan, dan Manajemen, 5(3), 161-175.
  13. Mushi, G. O., Ismail, I. J., & Mchopa, A. D. (2024). The mediating effect of cross-functional coordination on the link between procurement interpersonal skills and user satisfaction in public procurement. Social Sciences & Humanities Open, 10, 101072.
  14. Nainggolan, R. (2024). Market reaction on earnings announcement information contents: Analysis from book-to-market. International Journal of Financial, Accounting, and Management, 6(2), 183-196.
  15. Nasution, F. G., Susanti, N., & Abidin, S. (2022). Strategi Komunikasi Pemasaran dalam Mengembangkan Usaha Wedding Organizer di Masa New Normal: Study Kasus Ivora Organizer. Communication & Social Media, 2(1), 42-54.
  16. Pramita, A. C. M., & Claretta, D. (2024). Strategi Komunikasi Pemasaran (Marketing Mix) Pada Kasmaran Wedding Organizer. Journal Education Innovation (JEI), 2(4), 454-461.
  17. Putri, D., & Sugiarti, D. P. (2021). Pengaruh Instagram terhadap keputusan berkunjung wisatawan milenial di Pantai Pandawa, Bali. Mouth (E-WoM), 9(1).
  18. Rayo, E. F., Rayo, N. M., & Mandagi, D. W. (2024). Social Media Marketing as a Key Determinant of Brand Gestalt and Brand Personality. Studi Ilmu Manajemen Dan Organisasi, 5(2), 299-316. doi:10.35912/simo.v5i2.3542
  19. Riswanto, A., Hansopaheluwakan, S., Wibisono, L. K., & Bangun, K. (2024). Digital Marketing Literacy: PT. Sonpedia Publishing Indonesia.
  20. Rosadi, N. A., Harahap, S., & Azhar, A. A. (2023). Interpersonal Communication Between Customers and Prospective Customers in Recommending EMJE Wedding Organizers. International Journal of Cultural and Social Science, 4(2), 58-65.
  21. Santosa, R. (2021). The influence of cultural factors, social factors, and personal factors against customer purchase decisions in using wedding services organizer in Surabaya. International Journal of Review Management Business and Entrepreneurship (RMBE), 1(2), 77-90.
  22. Umri, T. A. R., Samsudin, S., & Harahap, A. M. (2024). Sistem Informasi Pemesanan Nita Wedding Organizer Dengan Penerapan Customer Relationship Management Berbasis Web. Journal Of Science And Social Research, 7(2), 573-580.