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The Influence of Marketing Mix on the Parent Loyalty through School Image

Siagian, Hotlan and Wijaya, Serli and Karnia, Patricia (2017) The Influence of Marketing Mix on the Parent Loyalty through School Image. In: 2017 International Multidisciplinary Conference on Productivity and Sustainabiliy, 07-12-2017 - 07-12-2017, Jakarta - Indonesia.

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            Abstract

            This work aims at examining the influence of the marketing mix on the parent loyalty through school image. The sampling size includes 200 respondents representing the parent of the student of 15 private schools in the city of Surabaya, East Java, Indonesia. Data collection used a questionnaire designed with 7-point Likert type scale. Data were analyzed using SmartPLS software. The results showed that the marketing mix influences the loyalty of parents. Marketing mix also impacts the school image, and school image affects the parent loyalty. School image contributes a mediating impact on the marketing mix and parent loyalty relationship

            Item Type: Conference or Workshop Item (Paper)
            Uncontrolled Keywords: marketing mix, school image, and parent loyalty
            Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
            Divisions: Graduate Program > Economic Management
            Depositing User: Admin
            Date Deposited: 29 May 2018 15:56
            Last Modified: 29 Aug 2022 15:58
            URI: https://repository.petra.ac.id/id/eprint/17883

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