Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024)

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

Authors
Anugrah Victa Putra1, *, Nila Krisnawati Hidayat1, Firdaus Basbeth2
1Swiss German University, Tangerang, Indonesia
2IPMI, Jakarta, Indonesia
*Corresponding author. Email: anugrah.putra@student.sgu.ac.id
Corresponding Author
Anugrah Victa Putra
Available Online 11 December 2024.
DOI
10.2991/978-94-6463-585-0_27How to use a DOI?
Keywords
Dynamic Marketing Capabilities; Service Innovation Capabilities; Sales Performance
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.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
11 December 2024
ISBN
978-94-6463-585-0
ISSN
2352-5428
DOI
10.2991/978-94-6463-585-0_27How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Anugrah Victa Putra
AU  - Nila Krisnawati Hidayat
AU  - Firdaus Basbeth
PY  - 2024
DA  - 2024/12/11
TI  - Analysis Of Heavy Equipment Sales & Service Improvement Strategy Implementation PT. United Tractors (UT) Padang Branch Towards Coal Mining Sector in West Sumatera
BT  - Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024)
PB  - Atlantis Press
SP  - 373
EP  - 389
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-585-0_27
DO  - 10.2991/978-94-6463-585-0_27
ID  - Putra2024
ER  -