Marketing Mix Strategies for Private Schools: Impact on Parental Decision-Making

Bonar Bangun Jeppri Napitupulu (Universitas Insan Pembangunan Indonesia, Indonesia)
Nelson Silitonga (Universitas Insan Pembangunan Indonesia, Indonesia)
Rachma Nadhila Sudiyono (Universitas Insan Pembangunan Indonesia, Indonesia)
Dewiana Novitasari (Universitas Insan Pembangunan Indonesia, Indonesia)
Sukriyah (Universitas Insan Pembangunan Indonesia, Indonesia)
Tias Pramono (Universitas Insan Pembangunan Indonesia, Indonesia)
Jainuri (Universitas Insan Pembangunan Indonesia, Indonesia)
Masduki Asbari (Universitas Insan Pembangunan Indonesia, Indonesia)
Multi Nadeak (Sekolah Tinggi Teknologi Bandung, Indonesia)

Indonesian Journal of Management and Economic Research
Vol 1 No 01 (2024): Indonesian Journal of Management and Economic Research

The purpose of this study is to examine and analyze the effect of marketing mix elements which include product, price, place, promotion, people, process, and physical evidence on parents' decisions in choosing a school for their children. This study uses primary data through a survey of 175 parents of active students who live in Tangerang. The collected data were processed and analyzed using SmartPLS software. The results of this study indicate that the six factors of the marketing mix have a positive and significant effect on the decision of parents to choose a school for their children, except for process factors that do not influence parents' decisions in choosing a school for their children An in-depth analysis of the managerial implications for school management and the social implications for society of the results of this study are discussed further in the discussion of this article.