<![CDATA[This study aims to identify the effect of communication competency on direct selling and its impact on sales volume, survey on Tupperware seller in PT. Vinivici Prima Lestari Surabaya. Communication competency is exogenus. Direct selling and sales volume are endogenus. This type of research is explanatory. This study sample is 110 respondents. Purposive sampling were used in this study with sample criteria are active seller minimum 1 year and was in Surabaya. Analysis of the data using descriptive analysis and path analysis. The results showed that communication competence affect direct selling significantly. Communication competency not significantly affect sales volume at 5%. Direct selling affect sales volume significantly. Keywords : Communication Competency, Direct Selling, Sales Volume, Tupperware ABSTRAK Penelitian ini menguji pengaruh kompetensi komunikasi terhadap direct selling serta dampaknya pada volume penjualan, survei pada seller Tupperware PT. Vinivici Prima Lestari di Surabaya. Variabel eksogen penelitian ini yaitu kompetensi komunikasi. Variabel endogen penelitian ini yaitu direct selling dan volume penjualan. Jenis penelitian tergolong penelitian eksplanatori. Sampel penelitian 110 orang responden.Teknik pengambilan sampel dengan purposive sampling dengan kriteria, seller aktif minimal 1 tahun dan berdomisili di Surabaya. Teknik analisis data dengan analisis deskriptif dan analisis jalur. Hasil penelitian menunjukkan jika kompetensi komunikasi berpengaruh signifikan terhadap direct selling. Kompetensi komunikasi berpengaruh tidak signifikan terhadap volume penjualan dengan signifikansi 5%. Direct selling berpengaruh signifikan terhadap volume penjualan. Kata Kunci : Kompetensi Komunikasi, Direct Selling, Volume Penjualan, Tupperware]]>
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