The Effect of Marketing Mix on Loyalty through Student Guardian Satisfaction at Private Islamic Full Day Schools in Surabaya
DOI:
https://doi.org/10.52909/jemeb.v5i1.229Keywords:
7P marketing mix, satisfaction, loyalty, Islamic school, full-day school, akhlaqul karimahAbstract
This study aims to analyze the influence of the service marketing mix (7Ps)—product, price, place, promotion, people, process, and physical evidence—on the satisfaction and loyalty of students' guardians at private Islamic full-day junior high schools (SMP Islam) in Surabaya. The research is driven by the increasing competition among Islamic educational institutions and the need for effective marketing strategies to enhance customer satisfaction and loyalty among guardians as key decision-makers. This research uses a quantitative approach with a causal associative design. The sample consists of 384 respondents who are guardians of students from grades 7, 8, and 9 across 12 private Islamic full-day junior high schools with accreditation levels A, B, and C. The sampling technique employed is stratified random sampling. Data were collected using a Likert-scale questionnaire and analyzed through path analysis with the assistance of SPSS. The results indicate that all dimensions of the marketing mix (7Ps) have a positive and significant influence on guardian satisfaction. Furthermore, satisfaction significantly affects loyalty, and most marketing mix dimensions also directly influence loyalty. Satisfaction is proven to act as a mediating variable in the relationship between the marketing mix and loyalty. A notable contribution of this study is the inclusion of the akhlaqul karimah (noble character) indicator within the product dimension, which reflects the unique values of Islamic education. The theoretical implications of this study reinforce the applicability of the 7P model in the Islamic educational sector and provide empirical contributions to the development of marketing strategies rooted in Islamic values. Practically, the findings offer valuable insights for school administrators to design more effective and satisfaction-oriented marketing strategies to foster guardian loyalty.
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Previous Research
Some relevant studies:
Liana et al. (2016): found that service quality and price affect parent satisfaction in private schools.
Margareta et al. (2018): showed that promotion and location influence interest in enrolling in school.
Munir (2018): found that parent satisfaction is an important mediator in the relationship between service quality and loyalty.
Sayidah et al. (2018): emphasized that the integration of Islamic values in educational services increases the loyalty of students' guardians.
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Copyright (c) 2025 Fajar Alam, Nur Sayidah, Sutanto Soekiman, Siti Marwiyah, Sukesi Sukesi , Aminullah Assagaf, Slamet Riyadi, Eric Hermawan
This work is licensed under a Creative Commons Attribution 4.0 International License.
