Optimizing Marketing Strategy to Improve Heavy Equipment Sales Performance in the Coal Mining Sector: Evidence from PT United Tractors West Sumatra

This study investigates the impact of strategic marketing optimization on the sales performance of heavy equipment in the coal mining sector, focusing on PT United Tractors West Sumatra. Employing a quantitative approach, the research examines key factors such as Customer Relationship Management (CRM), customer satisfaction, and customer loyalty, and their interrelationships in influencing sales outcomes. Data were collected through structured questionnaires distributed to corporate clients and sales representatives within the region. Structural Equation Modeling (SEM) was used to analyze the data and test the hypothesized relationships. The findings reveal that while CRM significantly enhances customer satisfaction, its direct effect on sales performance is not statistically significant. Conversely, customer satisfaction strongly influences customer loyalty, which in turn has a significant positive effect on sales performance. The study highlights the complexity of the B2B heavy equipment market, where factors such as long purchasing cycles, after-sales service, and relationship management play crucial roles. Practical implications suggest that PT United Tractors should prioritize integrated marketing strategies that enhance customer satisfaction and loyalty through personalized service, value co-creation, and responsive support. This research contributes to the academic literature by providing empirical evidence on the nuanced roles of CRM and customer-centric strategies in optimizing sales performance in industrial markets.