EFFECTS OF INTEGRATED MARKETING ON INCREASED SALES WITH SATISFACTION AS AN INTERVENING VARIABLE IN “ESSENTIAL COMPANY” OF SURAKARTA INDONESIA

Abstract

The title of the research is effects of integrated marketing on increased sales with satisfaction as an intervening Variable in “essential company” of Surakarta Indonesia. The purpose of this research is to know structural model of integrated marketing on increased sales with satisfaction as an intervening varibel. The population and sample of  is  customer in Surakarta. The methods used in this reseach are instrument test, descriptive analysis, path diagram model analysis on based regression linear. This reseach The results of research showed that (1) (a) factors of customers’ behavior; originating from the customer; using the contact form, creating synergies, and having relationships affect customers’ satisfaction, were proven correct; (b) Factors in customers’ behavior and customers’ satisfaction in a relationship and were not proven significantly affecting the increase in product sales of Essential Ornaments Company of Surakarta. While, the factors originating from customers, using contact, creating synergies affect the increased product sales in Essential Ornaments of Surakarta were attested (2) simultaneous test results (Test F), seen from equation I and equation II know amount of values Fcount significance of 0,000 < 0,05. It can be concluded jointly that independent variables affect the increases in product sales of Essential Ornaments of Surakarta. It is proven true that (3) based on the analysis results obtained by test R² coefficient of determination is  0,970 or 97,0%. It means that the increase in sales is explained by variables of customer behavior, originating from customers, using contacts, creating synergies, having relationships and customers’ satisfaction at 97,0 %, and the remaining 3,0% is explained by other variables outside our model is explained by other variables that are not included in the regression model.