THE EFFECT OF MARKETING MIX COMPONENTS ON SCHOOL IMAGE AT TENGHILAN ADVENTIST ELEMENTARY SCHOOL, SABAH
This project analyzed the Effect of the Marketing Mix on the School Image at Tenghilan
Adventist Elementary School. 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)) influence the school image of Tenghilan Adventist
Elementary School. Data were obtained from 209 respondents (teachers, students of TAES,
church members, and the community) who answered the questionnaire developed for this
research. It was analyzed using descriptive statistics, T-test, and One-Way ANOVA. A Scheffe
post hoc test was conducted to determine where the difference is specifically. Pearson’s
correlation and regression analysis were calculated for the relationship between the 7P marketing
mix and the school image.
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