Effects of marketing mix components on school image at Tenghilan Adventist Elementary School, Sabah

This project analyzed the effects of marketing mix components on the school image of Tenghilan Adventist Elementary School (TAES). The research problem in this study focused on how the current marketing mix strategies (7 Ps: product, place, price, promotion, people, physical evidence, and parent-teacher communication (PTC)) influenced the school image of TAES. Data were obtained from 209 respondents (TAES teachers, students, church members, and the community) who answered a questionnaire; this was analyzed using descriptive statistics, t-test, and One-Way ANOVA. A Scheffe post hoc test was also conducted to determine specific differences. Pearson’s correlation and regression analysis were calculated for the relationship between the 7P marketing mix and the school image. The results revealed that two hypotheses were partially supported. For the first hypothesis, a significant difference in the school image of Tenghilan Adventist Elementary School was perceived by stakeholders with different roles and religions. For the second hypothesis, three marketing mix components (place, people, and parent-teacher communication) were positively related to the school image of TAES. However, the other four Marketing mix (product, price, promotion, and physical evidence) were not positively related to the school’s image.