40 4.2.4 Marketing Mix and School Image in Tenghilan Adventist Elementary School (Hypothesis 2) This section is the results of the analysis of the relationship between the Marketing Mix (7 Ps: product, place, price, promotion, people, physical evidence, and parent-teacher communication (PTC)) and the School Image of Tenghilan Adventist Elementary School. Pearson’s Correlation was analyzed. The correlation matrix (Table 13) showed that all variables were associated with each other. However, the relationship between product and parent-teacher communication was not as strong as the other correlations. Table 13 Correlation Matrix for Student Satisfaction and Related Variables Variables 1 2 3 4 5 6 7 1. Product 1.000 2. People .590** 1.000 3. Price .602** .713** 1.000 4. Place .625** .651** .650** 1.000 5. Promotion .544** .759** .735** .666** 1.000 6. Physical evidence .720** .691** .675** .730** .691** 1.000 7. Parent-teacher communication .493** .743** .651** .576** .728** .646** 1.000 Note: ** p .01; * p .05 The researcher regressed the School Image of Tenghilan Adventist Elementary School against the Marketing Mix (7 Ps: product, place, price, promotion, people, physical evidence, and parent-teacher communication (PTC)). The multiple regression analysis (Table 14) showed Both the R-squared and the Adjusted R-squared values of about 0.804 - 0.811, which gives the high degree of variability in the target variable that is explained by the model or the independent variables. It means that the independent variables explain 81% of the variation in the target variable, the TAES school image. For the regression analysis, a statistically significant relationship between three components of the Marketing Mix (place, people, and parent-teacher
41 communication) and the school image of Tenghilan Adventist Elementary School. However, other Marketing Mix variables such as product, price, promotion, and physical evidence, were not significantly related to the School Image of Tenghilan Adventist Elementary School. Table 14 Regression Results of School Image of Tenghilan Adventist Elementary School Variables B p 1. Product .001 .984 2. People .245 .000* 3. Price .099 .066 4. Place .103 .019* 5. Promotion .091 .073 6. Physical evidence .008 .872 7. Parent-teacher communication .453 .000* Note: R 2 = 0.811, Adjusted R2 = 0.804, F = 122.433, Note: p .05 Summary There were two hypotheses for this study. The statistical analyses show that both hypotheses are partly supported. For the first hypothesis, there is a significant difference in the School Image of Tenghilan Adventist Elementary School perceived by stakeholders with a difference in roles (H1a) and religions (H1c). However, there was no significant difference in the School Image of Tenghilan Adventist Elementary School as perceived by stakeholders with differences in gender (H1b) and years of service/affiliation (H1d). For the second hypothesis, three Marketing Mix variables (place, people, and parentteacher communication) were positively related to the School Image of Tenghilan Adventist Elementary School. However, the other four Marketing mix components (product, price, promotion, and physical evidence) were not positively related to the School Image of Tenghilan Adventist Elementary School.
42 CHAPTER 5: DISCUSSION AND CONCLUSION 5.1 Introduction A summary of the findings in the analyses conducted in Chapter 4 will be presented, followed by an interpretation of the findings and the managerial implications of the results. Finally, the research limitations are identified and recommendations are made for future research directions, followed by a research conclusion. 5.2 Summary of Findings and Discussion 5.2.1 Hypothesis 1 Hypothesis 1.1 of this research indicated that significant differences were anticipated in the School Image scores of Tenghilan Adventist Elementary School as perceived by stakeholders with different demographic characteristics (H1a: roles, H1b:gender, H1c: religion, H1d: years of service/affiliation). However, after analyzing demographic factors, , only H1a and H1c were supported; there was a significant difference in the school image of Tenghilan Adventist Elementary School as perceived by stakeholders with a difference in roles and religions. Statistically significant differences were found between parents and community members for H1a, while for H1c, statistically significant differences were found between Seventh-day Adventists, other Christian denominations, and other religions. The analysis results showed that people in different roles had different perceptions towards the school image of Tenghilan Adventist Elementary School. Parents scored school image in Tenghilan Adventist Elementary School higher than community members. This indicates that parent had a better image of Tenghilan Adventist Elementary School. The reason for this is because most parents are Seventh-day Adventists, so this makes them more comfortable in a school that is managed by their own church, and also they show their support for school. They showed their
43 loyalty to the school by sending their children to get a good education. Besides that, religious background made a significant difference in the school image of Tenghilan Adventist Elementary School as perceived by stakeholders. Seventh-day Adventists gave higher scores for the image of Tenghilan Adventist Elementary School than respondents from other Christian denominations and other religions. The reason is because they know more about this school compared to other believers such as other Christians, Muslims, and adherants of other religions (Buddhism & Hinduism). These people who are Seventh-day Adventists show their loyalty and they want to protect this school. In addition, the reason for no significant difference in the school image of different genders (H1b) is because whether they are male or female, they have similar impressions when it comes to the image of the school. That means that gender differences do not influence how stakeholders view the school. Years of service/affiliation (H1d) also had no significant effect on the school image of Tenghilan Adventist Elementary School as perceived by stakeholders. Even if someone has known about the school for a long time, or someone just knew about it, this did not affect their desire to send their children to TAES. Even those who just knew about this school recently may choose it for their children's education. 5.2.2 Hypothesis 2 Hypothesis 2.1 of this research indicated that significant relationships were anticipated among different Marketing Mix variables (7 Ps: Product, Place, Price, Promotion, People, Physical Evidence, and Parent-teacher Communication) and the School Image of TAES. After analyzing the marketing mix factors, only three significant relationships were found between three variables (Place, People, and Parent-teacher Communication) and the school image of Tenghilan Adventist
44 Elementary School. No significant relationships were found among the other four Marketing Mix variables (product, price, promotion, and physical evidence) and the school image of Tenghilan Adventist Elementary School. The reason that place has a significant relationship is the school location. Tenghilan Adventist Elementary School is located inside the town, so people can easily get transport to go to this school. Any place or village in Tenghilan District can go to this school even without having a personal car because of a lot of passenger cars drive from the villages to the town. Tenghilan Adventist Elementary School is located in town, and many people go to town to buy items or to the dispensary when they are sick. Many people can see the school campus and are able to acquire information about the school very readily. The second reason is that the distance between the school and the surrounding villages. The majority of the inhabitants live less than 7 kilometres away from the school. As a result, the students did not have to spend a lot of time getting to school. Students can also walk to school, eliminating the need for transportation. Most Seventh-day Adventist members reside close to the school, so they may send their children there in a matter of minutes, only 3-15 minutes. Even during peak hours, the route to school is clear and there is no traffic congestion. Another reason is that this school location does not face competition from other schools, because other schools are located outside of town and students often have transportation issues to get there. Other schools rely heavily on private vehicles and rental cars to get to school. The People factor is the second variable that had a significant relationship to the school image; this refers to the teachers. The first reason is all teachers who serve at this school are Seventh-day Adventist members. The teachers work according to the same principles, and this
45 make them more confident and have no problems following the school’s methods which are based on the Adventist educational system. The second reason is that most teachers have higher education degrees in fields that support the educational academic needs of this school. Related to this factor is the fact that the teachers optimized their teaching skills and perform their duties well. Parent-teacher communication mix is also one of the marketing mix variables that has a significant relationship with school image. Effective parent-teacher communication is essential for a teacher to be successful. A student who knows that the teacher communicates regularly with their parents and who knows that their parents trust the teacher is likely to put more effort into school work. Similarly, students who know that teachers rarely or never communicate with parents or that their parents do not trust teachers will often interfere with both. That is counterproductive and will create problems for teachers, and ultimately issues for students as well. Many teachers underestimate the value of building relationships with their students' parents. Parents can be their best friends, and they can also be their worst enemies. It is difficult for a teacher to build a peaceful cooperative relationship, but it will be worth all the effort in the long run. Four marketing mix components (product, price, promotion, and physical evidence) were not positively related to the school image of Tenghilan Adventist Elementary School. These factors had no effect on the TAES image because these marketing mix variables have little or no influence on parents' decision to send their children to this school. Even if a new educational product or service was developed for the community in Tenghilan District, it is not certain that they would be interested in sending their children to this school. This price mix refers to the fees paid by students who attend TAES. This marketing mix is not significantly related to the image of the school because most of the people in the Tenghilan area, especially the Seventh-day Adventists, have good average incomes and can pay even if the school fees increase.
46 Advertising is the process of gaining the attention of potential consumers through the placement of promotional messages in media such as newspapers, magazines, television, and the Internet. However, promotion in the study did not have a significant impact on the image of the school because Internet service in Tenghilan is not very good due to the hilly geographical conditions. This makes it difficult for most of the population to get information channeled through social media. So when this promotion is carried out, the percentage of effectiveness is quite low, whether a lot or a little promotional material is uploaded on social media, it does not influence the community to send their children to this school. If this promotion is done through television, magazines and newspapers, it requires a high cost and this school does not have the ability to bear the cost. Physical evidence and facilities are important in supporting the marketing of educational services of educational institutions. However in this study, this factor was not significantly related to the image of the school. The reason was that the existing buildings are enough to support the educational operations of this school, Furthermore, the school area is not large, and so it would be quite difficult to add more buildings or equipment.
47 CHAPTER 6: SUMMARY, CONCLUSIONS AND RECOMMENDATIONS 6.1 Introduction This chapter summarizes findings related to the effects of marketing mix on the school image of Tenghilan Adventist Elementary School. The theoretical management implications of the findings and limitations of this study are also explained, followed by recommendations for future research. 6.2 Summary and Conclusion of the Study This study examined the effectiveness of the Marketing Mix (7 Ps: Product, Place, Price, Promotion, People, Physical Evidence, and Parent-teacher Communication (PTC)) on the School Image of Tenghilan Adventist Elementary School. Furthermore, it investigated the relationship between the effects of the Marketing Mix variables (7 Ps: Product, Place, Price, Promotion, People, Physical Evidence, and Parent-teacher Communication to School Image. The results of the study show that respondent perceptions of the place, people and parent-teacher communication have a positive relationship on the School Image of Tenghilan Adventist Elementary School. Furthermore, it investigated the relationship between the effects of the Marketing Mix variables (7 Ps: Product, Place, Price, Promotion, People, Physical Evidence, and Parent-teacher Communication to School Image. The results of the study show that respondent perceptions of the place, people and parent-teacher communication have a positive relationship on the School Image of Tenghilan Adventist Elementary School. The Parent-teacher Communication has the highest relationship (Beta = 0.453) on the school image, followed by People Beta = 0.245), while the perception of Place has the least value of the relationship (Beta = 0.103). Together these three factors explain about 80 percent of the variance in respondent views of the School Image of TAES.
48 This study has also shown significant demographic differences in the image of the school. The result is that respondents’ roles and religion have a significant influence on views. However in the role category, parents have given higher scores compared to other roles. The same thing also happened for religion, where the Seventh-day Adventists had higher school image scores for Tenghilan Adventist Elementary School than other stakeholders. 6.3 Theoretical and Managerial Implications Research management implications include recommendations that school administrators and school boards focus mainly on the following variables: perception of the place, people and parent-teacher communication mix. All the mentioned variables are one way or the other connected to school image. An administrator, for example, will benefit from this research when paying attention leads to a better understanding of parents. What is the value of their perception when the educational process through this school leads to satisfaction based on the quality of service received? This also affects their behavioral intention to choose another school in the future. 6.4 Practical Suggestions for Improving School Image Based on the findings of this study, the following recommendations are presented for the school administrators to improve the image of the school and maintain it so that it can be trusted. In this case, the ideas described are specifically addressed to the School Board. In this research, the sample was concentrated in the Tenghilan District, Tuaran, Sabah. Specifically, the study only investigated the topic from a marketing mix perspective. Future study may look at a different angle, namely the perspective of school management, where strong system governance affects the school's reputation. Place is one of the marketing mix variables that is significant for the image of Tenghilan Advent Primary School based on the findings. It is recommended that the school should
49 be a place for residents to get a quality education. Make the school an effective place to achieve a brilliant success for the students. A suggestion for teachers addressing the People factor, which has a significant influence on school image, is to keep the service quality top notch. The first characteristic of a high-quality and high-integrity teacher is being knowledgeable. A knowledgeable teacher will always practice the concept of lifelong learning. A knowledgeable teacher is also a teacher who is always positive, with knowledge and high skills to perform their duties. They will also try to improve their knowledge and skills. A knowledgeable teacher will know the latest innovations in technology, always update knowledge, and always attend enrichment courses. Communication between teachers and parents is also a significant factor for the image of the school. One of the most beneficial aspects of teaching is building positive relationships with parents. Effective parent teacher communication is essential to a successful school. A good relationship between parents and teachers is invaluable in maximizing the teacher's time with students. Thus, it is recommended to build parental confidence in the teachers. Building parental trust is often a gradual process. First and foremost, parents need to make sure that a teacher has their child's best interests at heart. Proving this to some parents can be challenging, but not impossible. The first step to building their trust is to let them become acquainted with the teacher on a more personal level. There are obviously personal details that shouldn’t be given to parents, but teachers don't need to be afraid to talk casually with them about hobbies or interests outside of school. If parents have the same interests, then this is valuable for all. Another suggestion is listen to them. There may be times when parents have questions or concerns about something. The worst thing that can be done in this case is for a teacher to be defensive. Being defensive makes it seem like there is something to hide. Wait to hear all the things
50 they have to say before responding. If they have a legitimate concern, make sure that it will be taken care of. If a teacher made a mistake, then (s)he should admit it, apologize, and tell them how it will be fixed. Most parents' questions or concerns come down to miscommunication or misunderstanding. Teachers should not be afraid to clear up any problems, but do so with a calm tone and in a professional manner. Listening to parents is just as powerful as explaining. You will find more time than not that the frustration is not with you, but rather with their child and that they just need to let go. Effective communication can take time, but it's important. There are many ways to communicate today. Notes, newsletters, daily folders, phone calls, e-mails, open room nights, class webpages, postcards, and parent-teacher conferences are among the most popular ways to communicate. An effective teacher may use several methods throughout the year. Good teachers communicate often. If the parents hear news directly from the teacher, there is less chance of something being misinterpreted in the process. The important thing to note is that most parents get sick of just hearing unpleasant news about their child. A teacher should pick three to four students a week, and contact their parents with something positive. Try not to include any negativity in this type of communication. When contacting a parent about something negative such as a discipline issue, they should try to end the conversation on a positive note.
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56 Appendix A Questionnaire (English) The Effect of Marketing Mix on School Image in Tenghilan Adventist Elementary School: The Case of Tenghilan Adventist Elementary School. As part of my MBA Independent Study Research at Asia-Pacific International University, I am conducting a survey that investigates The Effect of Marketing Mix on School Image in Tenghilan Adventist Elementary School. Participating in this survey is voluntary, and all responses collected will remain confidential. If you agree to participate, please answer the questions and follow the instructions in the following sections. Demographics Please place a checkmark/tick () in the box with the item that applies to you The Effect of Marketing Mix on School Image in Tenghilan Adventist Elementary School Rate, to the best of your ability, each item in the sections below. Please circle the number after each item in each section based on whether you “Strongly Disagree”(1), “Disagree”(2), “Neither agree nor disagree” (3), “Agree”(4), or “Strongly Disagree” (5) with the item. Role/Status □ Teacher and staff of TAES □ Student of TAES □ Parent of TAES □ Church member □ Community member □ others Religion □ Seventh-day Adventist (SDA) □ Other Christian □ Muslim □ No religion □ Other (specify)__________________ Years of service/affiliation/knowing school □ Less than 3 year □ 3 to 6 years □ 6 to 9 years □ More than 9 Years Gender □ Male □ Female Name of your church (only if you are SDA; please specify)___________________________ Number of children in your family by age (please specify the number) □ No children □ Less than 7 years old _____ children □ 7 to 12 years old ______children □ 13 to 18 years old ______chldren □ More than 18 years old _____children School where your primary-aged children are currently studying (More than one answer is allowed) □ Tenghilan Adventist Elementary School □ Government school □ Other private school
57 *Please rate the following to the best of your knowledge Strongly Disagree Disagree Neutral Agree Strongly Agree There are sufficient facilities such as computer equipment, recreational equipment, books, etc. 1 2 3 4 5 The school environment is safe. 1 2 3 4 5 There are sufficient professional classrooms such as computer classrooms, music classrooms, science laboratory, etc. 1 2 3 4 5 There is sufficient space for activities such as playground, activity center, etc. 1 2 3 4 5 People mix *Please rate the following to the best of your knowledge Strongly Disagree Disagree Neutral Agree Strongly Agree Teachers are qualified and have professional knowledge of what they teach. 1 2 3 4 5 Teachers are enthusiastic about education and are devoted to it. 1 2 3 4 5 Teachers are able to learn new knowledge from workshops or seminars to improve their teaching skills. 1 2 3 4 5 Teachers can express themselves clearly. 1 2 3 4 5 Teachers can adopt appropriate teaching techniques when teaching. 1 2 3 4 5 Teachers are behaving properly. 1 2 3 4 5 Teachers are energetic. 1 2 3 4 5 Teachers genuinely care for their students. 1 2 3 4 5 Price mix *Please rate the following to the best of your knowledge Strongly Disagree Disagree Neutral Agree Strongly Agree The school provides free or partially free tuition to poor students or SDA students. 1 2 3 4 5 The school can offer students lunches at a competitive price. 1 2 3 4 5 Parents know clearly the details and usages of paid fees. 1 2 3 4 5 The tuition and miscellaneous fees of the school are reasonable. 1 2 3 4 5 All the fees collected by the school are standard fees regulated by the government. 1 2 3 4 5 Place mix *Please rate the following to the best of your knowledge Strongly Disagree Disagree Neutral Agree Strongly Agree There is sufficient parking space for vehicles. 1 2 3 4 5 The school plans routes for students who come to school, and there are guide people to assist 1 2 3 4 5
58 them. The school plans areas for parents to pick up their children. 1 2 3 4 5 Good condition of school premises 1 2 3 4 5 Promotion mix *Please rate the following to the best of your knowledge Strongly Disagree Disagree Neutral Agree Strongly Agree The school prints magazines or papers to report or convey its ideals. 1 2 3 4 5 The latest news is broadcast by the school at any time. 1 2 3 4 5 The school broadcasts the achievements of students after they participated in activities or competitions. 1 2 3 4 5 The school holds a teaching demonstration day or PTA for parents to attend so as to achieve mutual communication with them. 1 2 3 4 5 The school holds exhibitions or performances of students and invites parents or people living in the neighborhood to join. 1 2 3 4 5 The school uses mass media such as newspapers or television or holds activities such as graduation ceremonies or sports meets to let others know more about the school. 1 2 3 4 5 Physical evidence *Please rate the following to the best of your knowledge Strongly Disagree Disagree Neutral Agree Strongly Agree The school building is well arranged. 1 2 3 4 5 The school has a beautiful environment. 1 2 3 4 5 The school has a large playground. 1 2 3 4 5 The school has a strong fence wall for safety 1 2 3 4 5 The school has a walkway for comfortable pupils 1 2 3 4 5 Parent-Teacher Communication *Please rate the following to the best of your knowledge Strongly Disagree Disagree Neutral Agree Strongly Agree Parents and teachers have good communication. 1 2 3 4 5 Parents always attend activities organized by parents and teachers associations 1 2 3 4 5 Parents and teachers always work together to solve any problems. 1 2 3 4 5 Parents and teachers are open to the development of students in relation to lessons and discipline. 1 2 3 4 5 School Image
59 *Please rate the following to the best of your knowledge Strongly Disagree Disagree Neutral Agree Strongly Agree The school is a reputed school in the district 1 2 3 4 5 Teachers instructions are very professional 1 2 3 4 5 The school principal entrust you to the provision of quality education 1 2 3 4 5 The operation of the school is trustworthy 1 2 3 4 5 The school cares much about pupils growth 1 2 3 4 5 I am proud of having children educated here 1 2 3 4 5 The school is run with success 1 2 3 4 5 Overall, the school gives a good impression on you. 1 2 3 4 5 Thank you for filling out this survey. Appendix B Questionnaire (Malay) The Effect of Marketing Mix on School Image in Tenghilan Adventist Elementary School: Kesan Campuran Pemasaran terhadap Imej Sekolah di Sekolah Rendah Advent Tenghilan: As part of my MBA Independent Study Research at Asia-Pacific International University, I am conducting a survey that investigates The Effect of Marketing Mix on School Image in Tenghilan Adventist Elementary School. (Sebagai sebahagian daripada Penyelidikan Kajian Bebas MBA saya di Asia-Pacific International University, saya
60 menjalankan tinjauan yang menyelidiki Kesan Campuran Pemasaran terhadap Imej Sekolah di Tenghilan Adventist Elementary School.) Participating in this survey is voluntary, and all responses collected will remain confidential. If you agree to participate, please answer the questions and follow the instructions in the following sections.( Mengambil bahagian dalam tinjauan ini adalah sukarela, dan semua respons yang dikumpulkan akan dirahsiakan. Sekiranya anda bersetuju untuk turut serta, jawab soalan dan ikuti arahan di bahagian berikut). Demographics /Demografi Please place a check mark/tick () in the box with the item that applies to you(Sila letakkan tanda semak / tandakan () di dalam kotak dengan item yang berkenaan dengan anda) * Sila nilai yang berikut yang terbaik dari pengetahuan anda Sangat Tidak setuju Tidak setuju Neutral Setuju Sangat Setuju Terdapat kemudahan yang mencukupi seperti peralatan komputer, peralatan rekreasi, buku, dan lain-lain. 1 2 3 4 5 Persekitaran sekolah selamat. 1 2 3 4 5 Role/Status(Status) □ Teacher/Guru □ Government employee/Kakitangan kerajaan □ Student/pelajar □ Others/lain-lain Religion(Agama) □ Kristian Seventh-day Adventist/SDA □ Other Christian/Lain Kristian □ Islam □ Other (Hindu, Muslim, etc )lain-lain (Hindu, Buddis dsb) Years of service/affiliation.(Tahun Perkhidmatan) □ Less than 1 year/kurang dari 1 tahun □ 2 years/2 tahun □ 3 years/3 tahun □ 4 Years/4 tahun □ 5 Years/5 tahun □ More than 5 years/lebih dari 5 tahun Gender(Jantina) □ Male/Lelaki □ Female/Perempuan
61 Terdapat bilik darjah profesional yang mencukupi seperti bilik darjah komputer, bilik darjah muzik, makmal sains, dll. 1 2 3 4 5 Terdapat ruang yang mencukupi untuk aktiviti seperti taman permainan, pusat aktiviti, dll. 1 2 3 4 5 People mix(Pekerja) *Please rate the following to the best of your knowledge Sangat tidak setuju Tidak setuju Neutral Setuju Sangat Setuju Guru berkelayakan dan mempunyai pengetahuan profesional mengenai apa yang mereka ajar. 1 2 3 4 5 Guru bersemangat dalam pendidikan dan dikhaskan untuknya. 1 2 3 4 5 Guru dapat mempelajari pengetahuan baru dari bengkel atau seminar untuk meningkatkan kemahiran mengajar mereka. 1 2 3 4 5 Guru dapat menyatakan diri mereka dengan jelas. 1 2 3 4 5 Guru boleh menggunakan teknik pengajaran yang sesuai semasa mengajar. 1 2 3 4 5 Guru berkelakuan baik. 1 2 3 4 5 Guru bertenaga dan ceria. 1 2 3 4 5 Guru benar-benar menjaga pelajarnya. 1 2 3 4 5 Price mix(Yuran Sekolah) *Please rate the following to the best of your knowledge Strongly Disagree Disagree Neutral Agree Strongly Agree Sekolah ini memberi tuisyen percuma kepada pelajar miskin. 1 2 3 4 5 Sekolah boleh menawarkan makan tengah hari kepada pelajar dengan harga yang kompetitif. 1 2 3 4 5 Ibu bapa mengetahui dengan jelas perincian dan penggunaan yuran yang dibayar. 1 2 3 4 5 Yuran sekolah dan lain-lain bayaran adalah berpatutan. 1 2 3 4 5 Semua yuran yang dikenakan oleh sekolah adalah yuran standard yang mengikut arahan peraturan kerajaan. 1 2 3 4 5 Place mix(Tempat) *Please rate the following to the best of your knowledge Strongly Disagree Disagree Neutral Agree Strongly Agree Terdapat tempat letak kenderaan yang mencukupi . 1 2 3 4 5 Sekolah ini mempunyai pelan laluan untuk pelajar yang datang ke sekolah, dan ada orang untuk membantu mereka. 1 2 3 4 5 Sekolah ini mempunyai kawasan untuk ibu bapa menjemput anak mereka. 1 2 3 4 5
62 Keadaan premis sekolah yang baik. 1 2 3 4 5 Promotion mix(Promosi) *Please rate the following to the best of your knowledge Strongly Disagree Disagree Neutral Agree Strongly Agree Sekolah mencetak majalah atau kertas untuk melaporkan atau menyampaikan cita-citanya. 1 2 3 4 5 Berita terkini tentang sekolah disiarkan oleh sekolah pada bila-bila masa. 1 2 3 4 5 Sekolah ini menyiarkan pencapaian pelajar setelah mereka menyertai aktiviti atau pertandingan. 1 2 3 4 5 Sekolah ini mengadakan hari Ibubapa dan guru(PIBG)untuk dihadiri oleh ibu bapa untuk mencapai komunikasi timbal balik dengan mereka. 1 2 3 4 5 Sekolah ini mengadakan pameran atau persembahan pelajar dan menjemput ibu bapa atau orang yang tinggal di kawasan kejiranan untuk turut serta. 1 2 3 4 5 Sekolah menggunakan media massa seperti surat khabar ,televisyen, facebook, youtube atau whatsapp, atau mengadakan aktiviti seperti acara penamatan(konvokesyen) atau hari sukan untuk memberi tahu orang lain lebih banyak mengenai sekolah. 1 2 3 4 5 Physical evidence(Bukti Fizikal) *Please rate the following to the best of your knowledge Strongly Disagree Disagree Neutral Agree Strongly Agree Bangunan sekolah tersusun dengan baik. 1 2 3 4 5 Sekolah ini mempunyai persekitaran yang indah. 1 2 3 4 5 Sekolah ini mempunyai taman permainan(playground) yang luas. 1 2 3 4 5 Sekolah ini mempunyai pagar yang kukuh untuk keselamatan. 1 2 3 4 5 Sekolah ini mempunyai lorong laluan yang selamat untuk murid-murid ke kelas. 1 2 3 4 5 Parent Teacher Comunication(Komunikasi antara ibubapa dan guru) *Please rate the following to the best of your knowledge Strongly Disagree Disagree Neutral Agree Strongly Agree Ibu bapa dan guru mempunyai komunikasi yang baik. 1 2 3 4 5 Ibubapa selalu menghadiri aktiviti yang dianjurkan oleh persatuan ibubapa dan guru (PIBG) 1 2 3 4 5 Ibu bapa dan guru selalu bekerjasama untuk menyelesaikan sebarang masalah. 1 2 3 4 5
63 Ibu bapa dan guru bersikap terbuka dalam perkembangan pelajar berkaitan dengan pelajaran dan disiplin. 1 2 3 4 5 School Image(Imej Sekolah) *Please rate the following to the best of your knowledge Strongly Disagree Disagree Neutral Agree Strongly Agree Sekolah ini merupakan sekolah yang terkenal di daerah ini. 1 2 3 4 5 Arahan guru sangat professional. 1 2 3 4 5 Guru Besar sekolah memberi kepercayaan kepada anda untuk menyediakan pendidikan berkualiti. 1 2 3 4 5 Operasi sekolah boleh dipercayai. 1 2 3 4 5 Sekolah sangat mementingkan kemajuan murid. 1 2 3 4 5 Saya bangga mempunyai anak-anak yang berpendidikan di sini. 1 2 3 4 5 Sekolah ini dijalankan dengan sukses. 1 2 3 4 5 Secara keseluruhannya, sekolah ini memberikan kesan yang baik kepada anda. 1 2 3 4 5
64 Appendix C The data below portrayed in charts format contains of personal information of a respondent
65 Appendix D Item-Objective Congruence of Questionnaire Question Item/Expert 1 2 3 IOC Product mix
66 There are sufficient facilities such as computer equipment, recreational equipment, books, etc. 1 1 1 1.00 The school environment is safe. 1 1 1 1.00 There are sufficient professional classrooms such as computer classrooms, music classrooms, science laboratory, etc. 1 1 1 1.00 There is sufficient space for activities such as playground, activity center, etc. 1 1 1 1.00 People mix Teachers are qualified and have professional knowledge of what they teach. 1 1 1 1.00 Teachers are enthusiastic about education and are devoted to it. 1 1 1 1.00 Teachers are able to learn new knowledge from workshops or seminars to improve their teaching skills. 1 1 1 1.00 Teachers can express themselves clearly. 1 1 1 1.00 Teachers can adopt appropriate teaching techniques when teaching. 1 1 1 1.00 Teachers are behaving properly. 1 1 1 1.00 Teachers are energetic. 1 1 1 1.00 Teachers genuinely care for their students. 1 1 1 1.00 Price mix The school provides free or partially free tuition to poor students or SDA students. 1 1 1 1.00 The school can offer students lunches at a competitive price. 1 1 1 1.00 Parents know clearly the details and usages of paid fees. 1 1 1 1.00 The tuition and miscellaneous fees of the school are reasonable. 1 1 1 1.00 All the fees collected by the school are standard fees regulated by the government. 1 1 0 0.67 Place mix There is sufficient parking space for vehicles. 1 1 1 1.00 The school plans routes for students who come to school, and there are guide people to assist them. 1 1 0 0.67 The school plans areas for parents to pick up their children. 1 1 1 1.00 Good condition of school premises 1 1 1 1.00 Promotion mix The school prints magazines or papers to report or convey its ideals. 1 1 1 1.00 The latest news is broadcast by the school at any time. 1 1 0 0.67 The school broadcasts the achievements of students after they participated in activities or competitions. 1 1 0 0.67 The school holds a teaching demonstration day or PTA for parents to attend so as to achieve mutual communication with them. 1 1 1 1.00 The school holds exhibitions or performances of students and invites parents or people living in the neighborhood to join. 1 1 1 1.00
67 The school uses mass media such as newspapers or television or holds activities such as graduation ceremonies or sports meets to let others know more about the school. 1 1 1 1.00 Physical evidence The school building is well arranged. 1 1 1 1.00 The school has a beautiful environment. 1 1 1 1.00 The school has a large playground. 1 1 1 1.00 The school has a strong fence wall for safety 1 1 1 1.00 The school has a walkway for comfortable pupils 1 1 1 1.00 Parent-Teacher Communication Parents and teachers have good communication. 1 1 1 1.00 Parents always attend activities organized by parents and teachers associations 1 1 1 1.00 Parents and teachers always work together to solve any problems. 1 1 1 1.00 Parents and teachers are open to the development of students in relation to lessons and discipline. 1 1 1 1.00 School Image The school is a reputed school in the district 1 1 1 1.00 Teachers instructions are very professional 1 1 1 1.00 The school principal entrust you to the provision of quality education 1 1 1 1.00 The operation of the school is trustworthy 1 1 1 1.00 The school cares much about pupils growth 1 1 1 1.00 I am proud of having children educated here 1 1 1 1.00 The school is run with success 1 1 1 1.00 Overall, the school gives a good impression on you. 1 1 1 1.00
68 Appendix E Cronbach Alpha Testing (N = 30) Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted Product1 144.6667 1148.575 .285 .980 Product2 143.6667 1126.644 .651 .979 Product3 145.1333 1169.085 -.050 .981 Product4 144.4333 1129.220 .517 .980 People1 143.6667 1109.678 .834 .979 People2 143.3667 1104.102 .871 .979 People3 143.4000 1099.559 .852 .979 People4 143.4333 1103.495 .840 .979 People5 143.4333 1098.599 .859 .979 People6 143.1333 1099.637 .879 .979 People7 143.3000 1098.217 .893 .978 People8 143.1000 1094.576 .890 .978 Price1 144.7667 1149.220 .264 .980 Price2 144.4333 1139.978 .390 .980 Price3 143.6333 1119.068 .718 .979 Price4 143.5333 1108.947 .752 .979 Price5 143.6000 1109.007 .708 .979 Place1 144.2333 1130.599 .534 .979 Place2 144.0667 1115.375 .616 .979 Place3 143.8000 1115.545 .612 .979 Place4 143.9667 1117.689 .617 .979 Promo1 144.4000 1109.214 .724 .979 Promo2 144.2667 1111.789 .737 .979 Promo3 143.8667 1118.464 .668 .979 Promo4 143.7333 1107.444 .815 .979 Promo5 144.0667 1119.237 .633 .979
69 Promo6 143.7333 1113.306 .689 .979 Physic1 144.0333 1114.654 .710 .979 Physic2 144.1667 1104.833 .819 .979 Physic3 144.6333 1119.482 .622 .979 Physic4 143.9667 1110.309 .679 .979 Physic5 143.9000 1100.921 .875 .979 P_T1 143.5000 1108.466 .836 .979 P_T2 143.8000 1118.993 .756 .979 P_T3 143.7000 1112.493 .821 .979 P_T4 143.7333 1112.685 .790 .979 Image1 143.9000 1129.472 .598 .979 Image2 143.7333 1112.478 .856 .979 Image3 143.6000 1113.076 .814 .979 Image4 143.4333 1114.047 .857 .979 Image5 143.4000 1102.869 .909 .978 Image6 143.3000 1098.838 .861 .979 Image7 143.4333 1109.978 .855 .979 Image8 143.1000 1104.162 .883 .979 Reliability Statistics Cronbach's Alpha N of Items .979 44