Pengaruh Marketing Mix, Technological Reputation, Brand Orientation, Employee Skill for Innovation, Goal Setting terhadap Customer Satisfaction dan Customer Loyalty di SMK Muhammadiyah Surabaya. (The Influence of Marketing Mix, Technological Reputation, Brand Orientation, Employee Skill for Innovation, and Goal Setting on Customer Satisfaction and Customer Loyalty at Muhammadiyah Vocational High School Surabaya).

Wibisono, Yusuf (2026) Pengaruh Marketing Mix, Technological Reputation, Brand Orientation, Employee Skill for Innovation, Goal Setting terhadap Customer Satisfaction dan Customer Loyalty di SMK Muhammadiyah Surabaya. (The Influence of Marketing Mix, Technological Reputation, Brand Orientation, Employee Skill for Innovation, and Goal Setting on Customer Satisfaction and Customer Loyalty at Muhammadiyah Vocational High School Surabaya). Doctoral thesis, Universitas 17 Agustus 1945 Surabaya.

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Official URL: http://repository.untag-sby.ac.id

Abstract

This study aims to analyze the influence of Marketing Mix, Technological Reputation, Brand Orientation, Employee Skill for Innovation, and Goal Setting on Customer Satisfaction and its implications on Customer Loyalty of grade XI students of Muhammadiyah Vocational High Schools in Surabaya. This study focuses on service marketing strategies to increase the number of students with a strategic concept on strengthening or improving the quality of educational services. The focus of the empirical study of the research is on Muhammadiyah Vocational High School Educational Institutions, in this case the researcher took the research location at Muhammadiyah 1 Vocational High School Surabaya and Muhammadiyah 2 Vocational High School Surabaya. This study employed a quantitative approach with an explanatory design. The sampling method used probability sampling to reveal the true condition of the population. The sample size was calculated using the Yamane formula with a margin of error of 0.05. Based on the sample calculation, 160 respondents were selected from grade XI students at SMK Muhammadiyah Surabaya, with data collected through a questionnaire. Data analysis used a Structural Equation Model (SEM) with Partial Least Squares (PLS). The findings indicate that Technological Reputation, Brand Orientation, Employee Skill for Innovation, and Goal Setting have a significant positive effect on Customer Satisfaction, whereas Marketing Mix shows no significant effect. Furthermore, Brand Orientation, Goal Setting, and Customer Satisfaction significantly influence Customer Loyalty, while Marketing Mix, Technological Reputation, and Employee Skill for Innovation do not demonstrate significant effects. These results highlight that technological integration, strong brand orientation, staff competence, and clear student goals are dominant factors in shaping satisfaction and loyalty within vocational schools, particularly in private SMKs that face declining enrolment, limited resources, and increased competition from public schools. This study contributes theoretically by expanding the understanding of satisfaction and loyalty determinants in the education sector and offers practical implications for developing more adaptive, innovative, and service-quality-oriented educational marketing strategies.

Item Type: Thesis (Doctoral)
Uncontrolled Keywords: Marketing Mix; Brand Orientation; Technological Reputation; Employee Skill for Innovation; Goal Setting; Customer Satisfaction; Customer Loyalty.
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
L Education > LB Theory and practice of education > LB1603 Secondary Education. High schools
Divisions: Fakultas Ekonomi dan Bisnis > Doktor Ilmu Ekonomi
Depositing User: 1271900007 yusuf wibisono
Date Deposited: 23 Jul 2026 05:03
Last Modified: 23 Jul 2026 05:03
URI: http://repository.untag-sby.ac.id/id/eprint/44253

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