Analysis of the Influence of Brand Engagement and Organizational Commitment on the Sales Performance of PT Hadji Kalla Toyota: Motivation and Sales Effort as Mediating Variables

Abstract

This study aims to analyze the impact of brand attachment and organizational commitment on behavioral and sales performance, with sales motivation and brand selling effort as mediating variables. Using Social Identity Theory (SIT), data were collected from sales personnel to examine the mechanism of converting psychological energy into tangible work outcomes. The results show that brand attachment and organizational commitment have a significant positive effect on performance. Sales motivation is an internal engine that converts loyalty into professional action, while brand selling effort functions as a transformative bridge that turns personal identity into proactive strategies in the field. These findings affirm that sales performance is a natural consequence of superior behavioral-performance. Companies are advised to invest in internal branding and the fulfillment of psychological needs to trigger autonomous motivation rather than relying solely on transactional incentives. Although limited by its cross-sectional design, this study provides a theoretical foundation for the importance of managing social identity to achieve sustainable organizational performance.