PENGARUH BAURAN PEMASARAN TERHADAP KEPUASAN KONSUMEN PADA PENGGUNA IPHONE 7 PLUS

Abstract

There is strong competition among the telecomunication industry, especially hand phones, in Indonesia. Many brands are offered in the market. One of them is Apple. Therefore, this research aimed to find out the effect of marketing mix on consumers satisfaction of iPhone 7 plus. Moreover, the population was all student of maagement 2017 who used iPhone 7 plus at STIESIA Surabaya. The research was quantitative. Furthermore, the instrument in data collection technique used questionnaires. The questionnaires were distributed to respondents. Analysis technique used multiple regression, validity and reliability tests. The research result concluded the product, price, location and promotion had a significant effect on consumers satisfaction od iPhone users of student of STIESIA. In suggestion, the management of Apple had considered more in cost pricing. This meant, the higher the price was and the decrease the consumers satisfaction would be. In addition, the factors, namely quality, strategic of sales location and interesting promotion (discount or give away) affected the consumers satisfaction.
Keywords: marketing mix, product, price, location, promotion, consumers satisfaction