Analysis Of Heavy Equipment Sales & Service Improvement Strategy Implementation PT. United Tractors (UT) Padang Branch Towards Coal Mining Sector in West Sumatera

Anugrah Victa Putra (), Nila Krisnawati Hidayat and Firdaus Basbeth
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Anugrah Victa Putra: Swiss German University
Nila Krisnawati Hidayat: Swiss German University
Firdaus Basbeth: IPMI

A chapter in Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024), 2024, pp 373-389 from Springer

Abstract: Abstract This study explores the relationships among Dynamic Marketing Capabilities (DMC), Implementation of Government Regulations (IGR), Regional Economic Trends (RET), Service Innovation Capabilities (SIC), and Sales Performance (SP) in the context of heavy equipment sales at UT Padang. Utilizing Structural Equation Modeling (SEM) with a questionnaire distributed to 70 Sales Operation Division respondents, the analysis reveals that DMC significantly influences SP (R Square: 73.2%). Strategies like KOMTRAX technology and the OTIF program positively impact sales. SIC also strongly affects SP (R Square: 95.2%), with strategies such as Minang Mining Menang and The Mood & Character sales attack. No significant relationships are found between DMC and IGR, DMC and RET, DMC and SP, IGR and SP, RET and SP. However, a significant relationship exists between SIC and IGR, SIC and SP. This study reveals the factors influencing heavy equipment sales at UT Padang, emphasizing the crucial role of adaptability and innovation in marketing strategies for optimal sales results.

Keywords: Dynamic Marketing Capabilities; Service Innovation Capabilities; Sales Performance (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-585-0_27

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DOI: 10.2991/978-94-6463-585-0_27

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