Jurnal Dinamika Manajemen, Vol. 8, No. 2, 2017, 143-151. htp://jdm.unnes.ac.id Nationally Accredited based on the Decree of the Minister of Research, Technology and Higher Education, Number 36a/E/KPT/2016 Salesperson Capability on Co-Creation Value R. A. Marlien  , Alimaskur, Mulyobudi Setiawan Faculty of Economics and Business, Stikubank University, Semarang, Indonesia Abstract Tis research focuses on the study of customer engagement in planning and deciding on prod- ucts and services to be purchased through the salesperson. Tis is a study of the relationships between frms and customers based on collaboration theory, customer value, relationship marketing and resource-base view (RbV). the development of information technology causes the company to change the paradigm to become customer-centric. Customers are actively involved in creating value that suits the desired and customer experience. Financial services such as insurance is required to establish cooperation or strong collaboration so that both companies and customers get the expected benefts. Te method used to analyze the model is multiple regression with a sample of 100 respondents in the life insurance company custom- ers in Semarang. Sampling technique using purposive sampling. Te co-creation value formed from collaborative values, customer perceptions and customer participation with the sales- person capability mediated generates unique co-creation values in accordance with customer wants and needs. Info Article History Article: Received Juni 2017 Approved August 2017 Published September 2017 Keywords: Co-Creation; Collaboration values; Distinctive-Value; Salesperson Capability. Kapabilitas Sales Person pada Nilai Co-Creation Abstrak Penelitian ini menitikberatkan studi pada keterlibatan pelanggan dalam merencanakan dan memutuskan produk dan jasa yang akan dibeli melalui tenaga penjualan. Studi ini tentang hubungan antar perusahaan dan pelanggan yang berbasis pada teori relationship marketing, teori kolaborasi, nilai pelanggan, resource-base view (RbV). Perkembangan teknologi informasi menyebabkan perusahaan merubah paradigma tersebut menjadi cus- tomer-centric. Pelanggan aktip dilibatkan pada penciptaan nilai yang sesuai dengan yang diinginkan dan pengalaman pelanggan. Jasa keuangan seperti asuransi diwajibkan untuk menjalin kerjasama atau kolaborasi yang kuat sehingga kedua perusahaan dan pelang- gan mendapatkan manfaat yang diharapkan. Metode yang digunakan regresi berganda dengan responden pada nasabah perusahaan asuransi jiwa di Semarang sejumlah sampel 100 responden. Teknik pengambilan sampel menggunakan purposive sampling. Nilai co- reation yang terbentuk dari nilai-nilai kolaborasi, persepsi pelanggan, dan partisipasi na- sabah dengan dimediasi kapabilitas salesperson menghasilkan nilai-nilai co-creation yang unik sesuai dengan keinginan dan kebutuhan nasabah. JEL Classifcation: M3, M31  Correspondence Address Jalan Kendeng V Bendan Ngisor Semarang E-mail: marliennasehat@gmail.com ISSN 2086-0668 (print) 2337-5434 (online) DOI: 10.15294/jdm.v8i2.12755 How to Cite: Marlien, R. A., Alimaskur & Setiawan, M. 2017. Salesperson Capability on Co-Creation Value. Jurnal Dinamika Manajemen. 8 (2): 143-151.