Jurnal Manajemen Inovasi

ABSTRACT

One of the marketing element that affect consumer behavior is the combination of product management and promotion mix. Apple is one big company that has many users and they are very loyal. But due to lack of innovation, then the loyalty of its users were also reduced. Banda Aceh as one of the regional markets in Indonesia surprisingly placed  Samsung was in first rank  in mobile phone brand loyalty for the first time. This is quite surprising considering Samsung is able to defeat the famous Apple that  has a strong user base, loyal, and fanatical, but in fact, Samsung has a bigger share of the market. The population used in this study is the people who use Apple products in Banda Aceh City. This study the number of samples used is 120 people . Hypothesis testing was  done by using indicators CR and P. Because of the 9  hypothesis tested in this study have CR value above 1.96 or P value smaller than 0.05, Then all hypotheses tested reject Ho and accept H1. In other words the independence and intervening variables have the effect of increasing the dependent variable if only the independent variables and the intervening can be improved by Apple product manufacturers

Keywords: Promotional Mix, Consumer Satisfaction, Customer Loyalty of Apple product users in Banda Aceh