PENGARUH BAURAN PEMASARAN PEMBELIAN SPARE PARTS UNDERCARRIAGE KOMATSU DI PT. UNITED TRACTROS.TBK CABANG PANGKALAN BUN

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Progress in the economic sector so far has brought rapid development in the business sector. One of them is the automotive industry which is mushrooming in Indonesia. People use transportation to carry out their activities, apart from that, there is widespread infrastructure development in Indonesia which requires construction equipment or heavy equipment.

Viewed from the product side, business opportunities in this field know no loss, because the products are not goods that can go stale and prices tend to rise. In line with this, many trading companies have emerged that operate in the spare parts and construction equipment business. Spare parts are parts of tools, machines or vehicles that are provided for replacement.

One of the strategies carried out by companies to be able to compete in this global business is to manage costs more effectively, increase productivity, improve product quality and increase the ability to respond to various customer needs.

From the research results it is known that product marketing variables (X1), price (X2), place (X3) and promotion (X4) simultaneously influence the level of purchasing decisions (Y)