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 08:56 |
| Last Modified: | 29 Aug 2022 08:58 |
| URI: | https://repository.petra.ac.id/id/eprint/17883 |
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