IMPLEMENTATION OF MARKETING INNOVATION TO INCREASE SALES GROWTH IN THE FORESTRY SECTOR AT HEAVY EQUIPMENT COMPANIES SITE TENGGARONG

Abstract

Sales growth is one of the important aspects for every company to survive. Likewise with PT XYZ site Tenggarong which continues to strive to increase sales in various customer sectors. One sector that currently has sales growth performance that needs to be improved is the forestry area sector. Where in this sector sales of product support compared to the previous year decreased by 19%. Problem analysis in this study using the 5 why method. after the root cause of the decline in sales was found, the researchers implemented the application of marketing innovation, especially the application of AI machine learning technology to help increase sales growth in the forestry sector. the application of AI Machine Learning can make forecasting of customer needs more accurate. with existing data, the sales process activity runs better. The findings of this study are that the application of marketing innovation, especially the application of AI machine learning technology, can help increase sales growth of product support in the forestry sector.