Semuel, Hatane and Siagian, Hotlan and Karnia, Patricia (2017) The Analysis of Website Quality, Trust, Satisfaction, and Loyalty on the Online Shop in Indonesia. In: 2017 International Multidisciplinary Conference on Productivity and Sustainabiliy, 07-12-2017 - 07-12-2017, Jakarta - Indonesia.
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
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