ANALYSIS OF HEAVY EQUIPMENT SALES & SERVICE IMPROVEMENT STRATEGY IMPLEMENTATION PT UNITED TRACTORS (UT) PADANG BRANCH TOWARDS COAL MINING SECTOR IN WEST SUMATERA

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 sheds light on the factors influencing heavy equipment sales at UT Padang, emphasizing the crucial role of adaptability and innovation in marketing strategies for optimal sales results.