Abstract: Marketing mix is a marketing tool used by the organizations or institutions to identify customer needs and wants, included in the educational sector. The school must to survive and mature to take on the competitions in the educational sector. This study aims to investigate how marketing mix can enhance parents loyalty and build school image, along mediate relationship of school image between marketing tactics and parents loyalty in the vocational private schools in Jakarta, Indonesia. Respondent are randomly selected from all of the parents from children in the eleven and twelve grades at the school. Data collection tool is questionnaire, which contains the spectrum........
Keywords: marketing mix, school image, parent loyalty
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