Abstract
The purpose of this study was to examine the concept of the influence of individual characteristics, motivation, commitment, and group integration on the creative marketing programs. As well as to determine the role of creative marketing programs to improve performance. The population in this study were all employees of the marketing department of the "H" Car Dealer in Surabaya, with a sample of 110 employees of the marketing department from 5 "H" Car Dealers in Surabaya. The analysis technique used in this study is the Structural Equation Model [SEM]. The findings that can be obtained from the results of data processing are that individual characteristics have a positive effect on creative marketing programs, individual motivation has a positive effect on creative marketing programs, resource commitment has a positive effect on creative marketing programs, work group integration has a positive effect on creative marketing programs, and creative marketing programs has a positive effect on improving marketing performance.
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