Analysis of Motivation, Situational Interaction and Inter-Functional Integration and the Effect on Marketing Strategy Creativity and Marketing Performance of Bottled Drinking Water Company in East Java

Abstract

The public need for drinking water is very high. This condition is inversely proportional to availability of drinkable water in terms of quality and health guarantee. Bottled water demand in big cities continues to increase. This condition become feasible to be studied continuously, combined with effectiveness of a marketing program that depends on actions of three parties; companies, competitors and customers, Ohmahe referred it as strategic triangle or strategic three Cs. This is explorative research (confirmatory research). The populations are all 20 companies bottled drinking water companies under ASPADIN East Java for year 2013. The samples are selected by census techniques. This research purpose is to know the effects of motivation, situational interaction and inter-functional integration on creativity strategy and marketing performance of bottled drinking water companies in East Java Province. The research results show that motivation, situational interaction and inter-functional integration have a direct, positive and significant effecton creativity strategy. Inter-functional integration has no significant effect on marketing performance. Marketing strategy creativityhas direct, positive and significant effecton marketing performance of bottled drinking water companies.

Keywords: Motivation, Situational interaction, inter-functional integration, marketing strategy creativity and marketing performance