Moderation Role of Interest in the Relationship between Product Quality and Price on Loyalty with Satisfaction as a Mediation on Iphone Users in Banda Aceh

This research aims toexamine the moderating role of interest in product quality and price influence on loyalty and its satisfaction as a mediator on iPhone users in Banda Aceh city, Indonesia. The population was iPhone users in Banda Aceh City. The sample was determined based on Structural Equation Modeling (SEM) requirement, using the formula 5 times the indicators, so it was 5x 27 indicators totaling 135 respondents. Data were tested by SEM method with AMOS software. The result shows Product quality affected satisfaction, Price affected satisfaction, Product Quality affected Loyalty, Price did not affect Loyalty, Interest affected loyalty, Satisfaction affected loyalty, Satisfaction partially mediated the product quality role in loyalty, Satisfaction fully mediated the price role in loyalty, Interest (quasi) Moderated the Product Quality role in Loyalty, and Interest (quasi) Moderated the Price role in Loyalty. These findings prove that the loyalty-strengthening model for iPhone users in Banda Aceh city is a function of increasing product quality and price compatibility, which is strengthened by increased interest, and also with the contribution of increased satisfaction