Article Sidebar

Integration of knowledge sharing and training transfer to enhance sales promotion girls’ performance for Islamic products A qualitative study‎
Submitted
June 2, 2025
Accepted
July 18, 2025
Published
August 4, 2025
Download
PDF Review Reports Originality Report
Statistic
Read Counter : 279 Download : 72

Main Article Content

Abstract

Introduction
In today's competitive marketing environment, knowledge sharing and effective training transfer have become essential strategies for enhancing employee performance. This study investigates how these two mechanisms influence the performance of Sales Promotion Girls (SPGs) for Unilever’s Islamic product lines in Kendari City, Indonesia.
Objectives
The research aims to examine the roles of knowledge collecting and knowledge donating, as well as the transfer of training outcomes, in strengthening SPG communication and sales skills.
Method
Using a qualitative-descriptive approach, data were collected through 25 in-depth structured interviews, participant observations, and document reviews involving selected SPG participants and supervisors. Thematic analysis was conducted manually using the interactive model, encompassing data reduction, data display, and conclusion drawing.
Results
The findings reveal that formal knowledge collecting—mainly through structured training sessions—improves understanding of personal selling concepts and Unilever’s Islamic products. Informal knowledge sharing, including peer discussions, enhances practical skills but still faces challenges in conceptual depth. The study also finds that knowledge donating, although beneficial, is hindered by time constraints, uneven knowledge levels, and limited organizational recognition. Additionally, the transfer of training—delivered by Unilever’s internal supervisors and brand-specific trainers—is significantly influenced by hands-on field practice, collaborative coworker support, and motivational incentives, especially recognition from management for successfully applying training content.
Implications
These findings highlight the importance of integrating formal and informal knowledge-sharing mechanisms with practical training transfer strategies. The study implies that companies should provide applied learning opportunities and structured appreciation programs to foster a more collaborative and adaptive work environment that supports SPG performance.
Originality/Novelty
This research offers novel insights into how knowledge dynamics and training transfer operate within the marketing of Islamic (halal-certified) products in an emerging economy. Specifically, it contributes to the limited literature on frontline personnel development—such as Sales Promotion Girls (SPGs)—by highlighting how value-driven knowledge sharing and Sharia-aligned training practices enhance communication and sales effectiveness. This contextualized contribution bridges gaps in Islamic marketing literature, where most studies focus on consumer behavior or branding, rather than internal HRD mechanisms supporting faith-based marketing implementation.

Keywords

employee performance Islamic product marketing knowledge sharing sales promotion girl training transfer

Article Details

License

Copyright (c) 2025 Marjani Marjani, Indri Hapsari, Hairudin Bugis, Asmaela Muslyadin, Elvira Yulianty, Asharman Asharman, Dahran Manan

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
How to Cite
Marjani, M., Hapsari, I. ., Bugis, H. ., Asmaela , A. ., Elvira , E. ., Sharman, S., & Manan, D. . (2025). Integration of knowledge sharing and training transfer to enhance sales promotion girls’ performance for Islamic products: A qualitative study‎. Journal of Islamic Economics Lariba, 11(2), 717–740. https://doi.org/10.20885/jielariba.vol11.iss2.art3
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX
Crossref
Scopus
Google Scholar
Europe PMC

References

  1. Adamy, M. (2016). Buku ajar manajemen sumber daya manusia: Teori, praktik dan penelitian [Human resource management textbook: Theory, practice and research]. Unimal Press.

  2. Al-Mottahar, T. M. & Pangil, F. B. (2021). Exploring ways on enhancing transfers of training: a review of tested theories on transfer of training. European Scholar Journal (ESJ), 2(10), 103-109. https://scholarzest.com/index.php/esj/article/view/1359

  3. Aminah, S. (2023). The role of halal certification and online advertising strategies in shaping consumer demand in the digitalization era. SANTRI: Jurnal Ekonomi dan Keuangan Islam, 1(5), 174-187. https://doi.org/10.61132/santri.v1i5%20Oktober.73

    DOI: https://doi.org/10.61132/santri.v1i5.73

  4. Arifin, M., Aulia, R., & Azizah, N. (2022). Analisis strategi pengembangan dalam persaingan lembaga keuangan mikro syariah di Aceh [Analysis of development strategies in the competition of Islamic microfinance institutions in Aceh]. Jurnal Ilmiah Mahasiswa Ekonomi dan Bisnis Islam, 3(2), 74–87. https://jim.ar-raniry.ac.id/JIMEBIS/article/download/269/158/504

  5. Aristanto, D.B. (2017). Pengaruh knowledge sharing terhadap individual innovation capability dan kinerja karyawan (Studi pada PT. PLN (persero) Unit Induk Pembangunan Sulawesi Bagian Utara) [The effect of knowledge sharing on individual innovation capability and employee performance (Study at PT. PLN (Persero) North Sulawesi Development Parent Unit)]. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 5(2). 1539–1545. https://doi.org/10.35794/emba.v5i2.16224

  6. Baharun, H., Hefniy, H., Silviani, S., Maarif, M. A., & Wibowo, A. (2021). Knowledge sharing management: Strategy for improving the quality of human resources. AL-TANZIM: Jurnal Manajemen Pendidikan Islam, 5(1), 129-139. https://doi.org/10.33650/al-tanzim.v5i1.1831

    DOI: https://doi.org/10.33650/al-tanzim.v5i1.1831

  7. Baldwin, T. T., & Ford, J. K. (1988). Transfer of training: A review and directions for future research. Personnel Psychology, 41(1), 63–105. https://doi.org/10.1111/j.1744-6570.1988.tb00632.x

    DOI: https://doi.org/10.1111/j.1744-6570.1988.tb00632.x

  8. Bhat, Z. H., Mir, R. A., Rameez, R., & Rainayee, R. A. (2022). The influence of learner characteristics, instructional design and work environment on the transfer of training. Industrial and Commercial Training, 54(8). https://doi.org/10.1108/ICT-03-2022-0014

    DOI: https://doi.org/10.1108/ICT-03-2022-0014

  9. Choudhary, P., & Sarikwal, L. (2017). Conceptual framework of organisational factors on explicit and tacit knowledge sharing. IOSR Journal of Business and Management, 19(01), 34-38. https://doi.org/10.9790/487X-1901023438

  10. Erwina, E., & Mira, M. (2019). Pengaruh knowledge sharing terhadap kinerja karyawan pada Perusahaan Air Minum (PAM) Tirta Mangkaluku Kota Palopo [The effect of knowledge sharing on employee performance at Drinking Water Company (PAM) Tirta Mangkaluku Palopo City]. JEMMA (Journal of Economic, Management and Accounting), 2(2), 75-81. https://doi.org/10.35914/jemma.v2i2.251

    DOI: https://doi.org/10.35914/jemma.v2i2.251

  11. Faisal, A., Adzharuddin, N. A., & Raja Yusof, R. N. (2024). The nexus between advertising and trust: Conceptual review in the context of halal food, Malaysia. International Journal of Academic Research in Business and Social Sciences, 14(1), 600–620. https://doi.org/10.6007/IJARBSS/v14-i1/19718

    DOI: https://doi.org/10.6007/IJARBSS/v14-i1/19718

  12. Fauzi, M.A.I.H., Herri, H., & Games, D. (2025). Pengaruh knowledge sharing dan skill terhadap kinerja pegawai KAN Kemenag Kabupaten Padang Pariaman dengan kepuasan kinerja sebagai variabel intervening [The effect of knowledge sharing and skills on the performance of KAN employees of the Ministry of Religion of Padang Pariaman Regency with performance satisfaction as an intervening variable.]. JEMSI: Jurnal Ekonomi Manajemen Sistem Informasi, 6(3), 1451-1469. https://doi.org/10.38035/jemsi.v6i3.3969

    DOI: https://doi.org/10.38035/jemsi.v6i3.3969

  13. Gautam, D.K., & Basnet, D. (2021). Organizational culture for training transfer: the mediating role of motivation. International Journal of Organizational Analysis, 29(3), 769-787. https://doi.org/10.1108/IJOA-04-2020-2147

    DOI: https://doi.org/10.1108/IJOA-04-2020-2147

  14. Harwaty, S.I., Hakim, A.A.A.A., & Ardiansyah, V. (2019). Pengaruh knowledge sharing dan transfer of trainining terhadap kinerja pegawai Balai Wilayah Sungai Sulawesi IV Provinsi Sulawesi Tenggara [The influence of knowledge sharing and transfer of training on the performance of employees of the Sulawesi River Basin IV, Southeast Sulawesi Province]. Mega Aktiva: Jurnal Ekonomi dan Manajemen, 8(2), 128-142. https://doi.org/10.32833/majem.v8i2.96

    DOI: https://doi.org/10.32833/majem.v8i2.96

  15. Hasddin. H., Muthalib, A.A., Nggi, E., & Putera A. (2022). Metode analisis perencanaan dan pembangunan (Paradigma penelitian, data kuantitatif-kualitatif, analisis kependudukan dan sosial, & analisis ekonomi wilayah) [Planning and development analysis methods (Research paradigm, quantitative-qualitative data, population and social analysis, & regional economic analysis)]. Media Sains Indonesia.

  16. Hashish, E.A.A., & Bajbeir, E. F. (2022). The effect of managerial and leadership training and simulation on senior nursing students' career planning and self-efficacy. SAGE Open Nursing, 8, 23779608221127952. https://doi.org/10.1177/23779608221127952

    DOI: https://doi.org/10.1177/23779608221127952

  17. Hendrawan, A., Sucahyowati, H., Rayendra, A., & Indriyani, I. (2020). Berbagi pengetahuan dan pembelajaran organisasi dalam upaya peningkatan kinerja karyawan [Knowledge sharing and organizational learning in an effort to improve employee performance]. Jurnal Ilmu Komunikasi Dan Bisnis, 5(2), 172–186. https://doi.org/10.36914/jikb.v5i2.350

  18. Indah, Yusuf, & Chamariyah. (2017). The effect of knowledge sharing and transfer of training on the performance of employees. Quest Journals Journal of Research in Business and Management, 4(12), 63-72. https://www.questjournals.org/jrbm/papers/vol4-issue12/I4126372.pdf

  19. Kathiravelu, S.G., Mansor, N.N.A., Ramayah, T., & Idris, N. (2014). Why organisational culture drives knowledge sharing? Procedia - Social and Behavioral Sciences, 129, 119-126.  https://doi.org/10.1016/j.sbspro.2014.03.656

    DOI: https://doi.org/10.1016/j.sbspro.2014.03.656

  20. Khaerana, K., & Mangiwa, B. (2021). Pengaruh knowledge sharing terhadap kinerja karyawan pada PT PLN (Persero) [The effect of knowledge sharing on employee performance at PT PLN (Persero)]. Jurnal Manajemen STIE Muhammadiyah Palopo, 7(2), 163-171. https://doi.org/10.35906/jurman.v7i2.919

    DOI: https://doi.org/10.35906/jurman.v7i2.919

  21. Khoso, K. K., & Akaraborworn, C. (2022). Key factors impacting training transfer: proposing a missing link through an integrative literature review. ABAC Journal, 42(4), 183–201. https://doi.org/10.14456/abacj.2022.60

  22. Kodwani, A. D., & Prashar, S. (2021). Influence of individual characteristics, training design and environmental factors on training transfer: a study using hierarchical regression. Evidence-Based HRM, 9(4), 354–373. https://doi.org/10.1108/EBHRM-09-2019-0085

    DOI: https://doi.org/10.1108/EBHRM-09-2019-0085

  23. Kraai, N., & Mashau, P. (2020). The influence of training content, learning and training transfer on training effectiveness: A case study of board members of non-profit organizations in Gauteng. Entrepreneurship and Sustainability Issues, 8(2), 947–959. https://doi.org/10.9770/jesi.2020.8.2(57)

    DOI: https://doi.org/10.9770/jesi.2020.8.2(57)

  24. Marjani., Syaifuddin, D.T., Sukotjo, E., & Nusantara, A. W. (2019). Role of knowledge transfer in mediating relationship between key factors of organizational success on organizational performance. International Journal of Scientific & Engineering Research, 10(10), 141-149. https://www.researchgate.net/publication/338159179_ROLE_OF_KNOWLEDGE_TRANSFER_IN_MEDIATING_RELATIONSHIP_BETWEEN_KEY_FACTORS_OF_ORGANIZATIONAL_SUCCESS_ON_ORGANIZATIONAL_PERFORMANCE_A_Study_on_Daily_Newspaper_Media_in_Southeast_Sulawesi

  25. Mdhlalose, D. (2022). Transfer of training: the revised review and analysis. Open Journal of Business and Management, 10(6), 3245–3265. https://doi.org/10.4236/ojbm.2022.106161

    DOI: https://doi.org/10.4236/ojbm.2022.106161

  26. Memah, L., Pio, R. J., & Kaparang, S. G. (2017). Pengaruh knowledge sharing terhadap kinerja karyawan kantor perwakilan Bank Indonesia Provinsi Sulawesi Utara [The effect of knowledge sharing on employee performance at the representative office of Bank Indonesia North Sulawesi Province]. Jurnal Administrasi Bisnis (JAB), 5(2). 1-9. https://doi.org/10.35797/jab.v5.i002.%p

  27. Meitiana, T.M., Murniati., & Maruwan, S. (2020). Pengaruh pembelajaran organisasi terhadap knowledge sharing dan kinerja karyawan PT. Sentana Adidaya Pratama (Wilmar-Group) Sampit [The influence of organizational learning on knowledge sharing and employee performance of PT Sentana Adidaya Pratama (Wilmar-Group) Sampit]. Jurnal Manajemen Sains dan Organisasi, 1(1), 40–49. https://doi.org/10.52300/jmso.v1i1.2371

    DOI: https://doi.org/10.52300/jmso.v1i1.2371

  28. Miles, M. B., & Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook (2nd ed.). Sage Publications.

  29. Mizrak, F., & Caylan, S. (2023). Human resource training and its effect on the integration and success of organizational change. In D. Belias, I. Rossidis, C. Papademetriou, A. Masouras, & S. Anastasiadou (Eds.), Managing successful and ethical organizational change (pp. 120–143). IGI Global. https://doi.org/10.4018/979-8-3693-0235-4.ch006

  30. Muhamad, B. K., Rismayadi, B., & Pertiwi, W. (2023). Analisis lingkungan kerja terhadap kinerja pegawai ASN Dinas Perindustrian dan Perdagangan Karawang [Analysis of the work environment on the performance of ASN employees of the Karawang Industry and Trade Office]. Inovasi, 10(1), 247–255. https://doi.org/10.32493/Inovasi.v10i1.p247-255.33404

  31. Noe, R. A., Hollenbeck, J. R., Gerhart, B., & Wright, P. M. (2019). Human resource management: Gaining a competitive advantage (11th ed.). McGraw-Hill.

  32. Nurhayati, T., & Hendar, H. (2019). Personal intrinsic religiosity and product knowledge on halal product purchase intention: Role of halal product awareness. Journal of Islamic Marketing, 11(9). https://doi.org/10.1108/JIMA-11-2018-0220

    DOI: https://doi.org/10.1108/JIMA-11-2018-0220

  33. Nurcahyo, S.A., & Wikaningrum, T. (2020). Peran knowledge sharing, learning organization dan individual innovation capability terhadap kinerja karyawan [The role of knowledge sharing, learning organization and individual innovation capabilities on employee performance]. Jurnal Ekonomi dan Bisnis 21(2), 1-25. https://doi.org/10.30659/ekobis.21.2.84-96

    DOI: https://doi.org/10.30659/ekobis.21.2.84-96

  34. Pham, T. T., Lingard, H., & Zhang, R. P. (2023). Factors influencing construction workers’ intention to transfer occupational health and safety training. Safety Science, 167, 106288. https://doi.org/10.1016/j.ssci.2023.106288

    DOI: https://doi.org/10.1016/j.ssci.2023.106288

  35. Pilbeam, C., & Karanikas, N. (2023). Safety training in context: Technical, cultural and political factors affecting its design, delivery and transfer. Journal of Safety Research, 85, 308-320. https://doi.org/10.1016/j.jsr.2023.03.004

    DOI: https://doi.org/10.1016/j.jsr.2023.03.004

  36. Ramdiani, L., Diana, A.-N., & Johan, A. (2023). Analisis kinerja pegawai pada Kelurahan Cigugur Tengah Kota Cimahi [Analysis of employee performance in Cigugur Tengah Urban Village, Cimahi City]. Professional: Jurnal Komunikasi dan Administrasi Publik, 10(2), 733-738. https://doi.org/10.37676/professional.v10i2.4507

    DOI: https://doi.org/10.37676/professional.v10i2.4507

  37. Razak, S.R.A., & Zahidi, M.H. (2024). Transfer of training on employee job performance: a literature review. International Journal of Academic Research in Business and Social Sciences, 14(2), 1780-1805. https://doi.org/10.6007/IJARBSS/v14-i2/20763

  38. Salamon, J., & Blume, B. D. (2021). The moderating effect of coworkers ’ training participation on the influence of peer support in the transfer process. European Journal of Training and Developmen, 47(6), 2046-9012. https://doi.org/10.1108/EJTD-07-2021-0102

    DOI: https://doi.org/10.1108/EJTD-07-2021-0102

  39. Sarfraz, M., Hussain, Z., Syed, N., Rehman, F., Rollah Bin Abdul Wahab, S., & Salihuddin, M. (2021). Work environment and training transfer intentions: Does organizational justice moderate their relationship? SAGE Open, 11(4). 21582440211. https://doi.org/10.1177/21582440211046941

    DOI: https://doi.org/10.1177/21582440211046941

  40. Sari, P.S.N., & Rizqi, M.A. (2023). Analisis kinerja karyawan pada PT. Arina Toyota Gresik [Analysis of employee performance at PT Arina Toyota Gresik]. Master: Jurnal Manajemen dan Bisnis Terapan, 3(1), 50-56. https://jurnalnasional.ump.ac.id/index.php/MASTER/article/view/16774

    DOI: https://doi.org/10.30595/jmbt.v3i1.16774

  41. Sawan, F. (2021). Impact of organizational culture on knowledge sharing behavior. In 4th International Conference on Research of Educational Administration and Management (ICREAM 2020) (pp. 331-335). Atlantis Press. https://doi.org/10.2991/assehr.k.210212.073

  42. Schoeb, G., Lafrenière-Carrier, B., Lauzier, M., & Courcy, F. (2021). Measuring transfer of training: Review and implications for future research. Canadian Journal of Administrative Sciences, 38(1), 17–28. https://doi.org/10.1002/cjas.1577

    DOI: https://doi.org/10.1002/cjas.1577

  43. Sunarta, I.N., Rohman, A., & Kawedar, W. (2020). The effect of knowledge sharing on organisational performance with types of innovation as mediation: a study of star hotels in Bali Province, Indonesia. International Journal of Innovation, Creativity and Change, 12(3), 540-564. https://www.ijicc.net/images/vol12/iss3/12311_Sunarta_2020_E_R.pdf

  44. Suppiah, V., & Sandhu, M.S. (2011). Organizational culture's influence on tacit knowledge-sharing behavior. Journal of Knowledge Management, 15(3), 462-477. https://doi.org/10.1108/13673271111137439

    DOI: https://doi.org/10.1108/13673271111137439

  45. Tabiu, A., Pangil, F., & Othman, S. Z. (2020). Does training, job autonomy and career planning predict employees’ adaptive performance? Global Business Review, 21(3), 713–724. https://doi.org/10.1177/0972150918779159

    DOI: https://doi.org/10.1177/0972150918779159

  46. Wang, X., Lin, W., Xue, T., & Green, A. (2022). Workplace learning in China : Transferring training into practice to improve performance. International Journal for Research in Vocational Education and Training (IJRVET), 9(3), 294–315. https://doi.org/10.13152/IJRVET.9.3.1

    DOI: https://doi.org/10.13152/IJRVET.9.3.1

  47. Wang, Z., Sharma, P. N., & Cao, J. (2016). From knowledge sharing to firm performance: A predictive model comparison. Journal of Business Research, 69(10), 4650-4658. https://doi.org/10.1016/j.jbusres.2016.03.055

    DOI: https://doi.org/10.1016/j.jbusres.2016.03.055

  48. Yang, M., Lowell, V. L., Talafha, A. M., & Harbor, J. (2020). Transfer of training, trainee attitudes and best practices in training design: a multiple-case study. TechTrends, 64(2), 280–301. https://doi.org/10.1007/s11528-019-00456-5

    DOI: https://doi.org/10.1007/s11528-019-00456-5

Most read articles by the same author(s)

No Related Submission Found