The Effect Of Marketing Mix (7P) on The Quality of Educational Services and Its Impact on Student Satisfaction At Minhajut Tholabah Islamic Boarding School In Purbalingga
Keywords:
Educational Service Quality, Marketing Mix (7P), Physical Evidence, Student Satisfaction
Abstract
This study aims to analyze the effect of the marketing mix (7P) on educational service quality and its impact on student satisfaction at Minhajut Tholabah Islamic Boarding School in Purbalingga. This research used a quantitative approach with a causal research design. Data were collected through questionnaires distributed to 281 students who met the research criteria. The variables examined included product, price, place, promotion, people, process, physical evidence, educational service quality, and student satisfaction. Data analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS software. The results showed that product, price, place, promotion, people, and process did not significantly affect student satisfaction. Meanwhile, physical evidence had a positive and significant effect on student satisfaction. Educational service quality was also found to have a positive and significant effect on student satisfaction and became the strongest factor influencing students’ perceptions. These findings indicate that educational institutions, particularly Islamic boarding schools, need to prioritize improving educational service quality and physical facilities to maintain student satisfaction and institutional sustainability in competitive educational environments.
References
Ahmed, R. R., & Hossain, M. A. (2021). Service quality and student satisfaction in higher education institutions: A review and research agenda. Journal of Educational Management, 35(4), 455–470. https://doi.org/10.1108/JEM-04-2021-0123
Akbar, B. M. B. A., & Soegesty, N. B. S. (2025). Reconstructing the Business Model Canvas to Promote Sustainability in Community-Based Businesses. International Journal Business and Entrepreneurship, 2(3), 207-215. https://doi.org/10.71154/m5p31q83
Ali, F., Kim, W. G., Li, J., & Jeon, H. M. (2021). Make it delightful: Customers’ experience, satisfaction and loyalty in Malaysian higher education services. Journal of Cleaner Production, 315, 128–145. https://doi.org/10.1016/j.jclepro.2021.128145
Ali, M., Rahman, M., & Karim, R. (2022). Educational service quality and student satisfaction in Islamic educational institutions. International Journal of Educational Development, 88, 102–118. https://doi.org/10.1016/j.ijedudev.2022.102118
Alves, H., & Raposo, M. (2020). The influence of university image on student behaviour. International Journal of Educational Management, 34(2), 389–405. https://doi.org/10.1108/IJEM-10-2018-0332
Annamdevula, S., & Bellamkonda, R. S. (2018). The effects of service quality on student loyalty: The mediating role of student satisfaction. Journal of Modelling in Management, 13(2), 446–462. https://doi.org/10.1108/JM2-04-2016-0019
Chaerunisa, D. R. C., Pranata, S. P., & Purnamasari, D. L. P. (2025). From Screens to Trust: How Celebrity Endorsements and Environmental Factors Shape Customer Loyalty in Mobile Banking. Jurnal Bisnis Dan Kewirausahaan, 2(2), 106-121. https://doi.org/10.71154/1pca2775
Dwi Maulini, Y., Selva, S., Hidayati Indra Ningsih, N. ., & Reinalda Tri Yunarni, B. . (2025). The Impact of Mobile Banking Services on Customer Loyalty at PT. Bank Syariah(Study of PT. Bank NTB Syariah KCP Lopok). International Journal Business and Entrepreneurship, 2(3), 140-154. https://doi.org/10.71154/yndjnr60
Foroudi, P., Gupta, S., Kitchen, P., Foroudi, M. M., & Nguyen, B. (2020). A framework of place branding, place image, and place reputation. Place Branding and Public Diplomacy, 16(2), 125–142. https://doi.org/10.1057/s41254-019-00145-3
Foroudi, P., Marvi, R., & Gupta, S. (2021). The impact of educational environment on student satisfaction and loyalty. International Journal of Educational Management, 35(6), 1174–1191. https://doi.org/10.1108/IJEM-07-2020-0345
Hanssen, T. E. S., & Solvoll, G. (2021). The importance of university facilities for student satisfaction at a Norwegian university. Facilities, 39(7/8), 505–519. https://doi.org/10.1108/F-11-2019-0138
Hasan, H., Abdullah, S., & Hamid, N. (2020). Educational service quality and institutional competitiveness in Islamic schools. International Journal of Instruction, 13(4), 765–780. https://doi.org/10.29333/iji.2020.13447a
Hasibuan, R. R. H., Suliyanto, S., & Novandari, W. (2025). Penggunaan Sosial Media Pemasaran Dan Kemampuan Digital Terhadap Kinerja Pemasaran Melalui Persepsi Iklan Sebagai Variabel Mediating. In Prosiding Seminar Nasional Ekonomi Bisnis (Vol. 3, No. 01, pp. 317-341).
Hasibuan, R. R. (2024). Dampak personal branding dan influencer marketing terhadap keputusan pembelian konsumen generasi z. House of Management and Business (HOMBIS) Journal, 3(2), 57-62.
Hasibuan, R. R., & Najmudin, N. (2024). Content marketing, customer engagement on marketing performance mediated by digital marketing in batik MSMEs in Banyumas Regency. International Journal of Economics, Business and Innovation Research, 3(03), 287-304.
Hasibuan, R. R., Suliyanto, S., & Novandari, W. (2025). Bridging Digital Marketing and Tourism Development: The Role of Social Media Marketing in Enhancing Business Performance. African Journal of Hospitality, Tourism and Leisure, 14(2), 351-360.
Hemsley-Brown, J., & Oplatka, I. (2018). University choice: What do we know, what don’t we know and what do we still need to find out? International Journal of Educational Management, 32(4), 603–617. https://doi.org/10.1108/IJEM-10-2017-0293
Herman, H., & Ocak, A. . (2025). The Mediating Role of Technological Capability between Social Media Marketing and MSMEs Performance. International Journal Business and Entrepreneurship, 2(2), 94-102. https://doi.org/10.71154/5b2ks962
Hudzaifah, Y., & Permana, I. S. P. (2025). Market Shaping Strategies in Emerging Markets: A Critical Synthesis. International Journal Business and Entrepreneurship, 2(2), 103-117. https://doi.org/10.71154/de8jxe46
Ismail, A., Rahman, A., & Yusuf, M. (2022). Educational product innovation and student satisfaction in Islamic boarding schools. Journal of Islamic Education Research, 7(1), 55–69. https://doi.org/10.1108/JIER-03-2022-0045
Ivy, J. (2020). A new higher education marketing mix: The 7Ps for MBA marketing. International Journal of Educational Management, 34(5), 789–803. https://doi.org/10.1108/IJEM-08-2019-0271
Karim, A., Rahman, M., & Sari, D. (2023). Educational service quality and institutional sustainability in developing countries. Education Sciences, 13(4), 377–391. https://doi.org/10.3390/educsci13040377
Kusumawati, A. (2019). Impact of digital promotion on student satisfaction in higher education. International Journal of Educational Management, 33(5), 1024–1038. https://doi.org/10.1108/IJEM-12-2017-0387
Kusumawati, A., & Hidayat, A. (2023). Student satisfaction and service quality in educational institutions: A multidimensional approach. Education and Information Technologies, 28(6), 7125–7143. https://doi.org/10.1007/s10639-022-11482-6
Leonnard, L., Comm, M., & Thung, F. (2022). The role of educational facilities on student satisfaction in boarding schools. Journal of Educational Administration, 60(3), 335–349. https://doi.org/10.1108/JEA-09-2021-0184
Mainardes, E. W., Alves, H., & Raposo, M. (2019). The influence of service quality on student satisfaction in higher education. Quality Assurance in Education, 27(1), 2–18. https://doi.org/10.1108/QAE-04-2017-0014
Naim, A., Ambarwati, R. ., Permananingrum, E. Y. ., Hadi, I. ., & Pauji, A. . (2025). The Role of Innovation Orientation on MSME Performance Moderated by Competition Intensity. Jurnal Bisnis Dan Kewirausahaan, 2(3), 201-208. https://doi.org/10.71154/bwvnqf22
Nguyen, B., & LeBlanc, G. (2020). The mediating role of service quality in educational institutions. International Journal of Quality and Service Sciences, 12(3), 321–337. https://doi.org/10.1108/IJQSS-02-2020-0034
Nguyen, T. T., Tran, H. T., & Nguyen, P. N. (2021). Educational service quality and student satisfaction in Asian educational institutions. Education Sciences, 11(9), 1–16. https://doi.org/10.3390/educsci11090531
Pamikatsih, M. P., & Cahyaningsih, R. C. (2025). The Influence of Fintech Adoption and Financial Literacy on Financial Performance with Digital Trust as a Moderating Variable in Islamic Banks. Jurnal Bisnis Dan Kewirausahaan, 2(2), 122-136. https://doi.org/10.71154/g9qn7w26
Poon, J. (2019). Examining student satisfaction with campus facilities in higher education. Facilities, 37(1/2), 84–99. https://doi.org/10.1108/F-06-2017-0067
Rahman, A., & Anas, M. (2022). Institutional adaptability and educational sustainability in Islamic schools. Journal of Islamic Educational Studies, 10(2), 145–160. https://doi.org/10.15642/jies.2022.10.2.145-160
Rojas-Méndez, J. I., Vasquez-Parraga, A. Z., Kara, A., & Cerda-Urrutia, A. (2020). Determinants of student loyalty in higher education: The role of service quality and satisfaction. Quality Assurance in Education, 28(2), 123–138. https://doi.org/10.1108/QAE-01-2019-0007
Selamet, S., Hartoyo, H., & Handayani, J. H. (2025). Integrating Employee Empowerment and Digital Marketing Strategies to Enhance Customer Trust and Business Sustainability among MSMEs. Jurnal Bisnis Dan Kewirausahaan, 2(3), 242-255. https://doi.org/10.71154/qen1tc73
Sultan, P., & Wong, H. Y. (2019). How service quality affects university brand performance, student satisfaction, and loyalty. Journal of Marketing for Higher Education, 29(1), 73–95. https://doi.org/10.1080/08841241.2018.1488533
Teeroovengadum, V., Nunkoo, R., Gronroos, C., Kamalanabhan, T. J., & Seebaluck, A. K. (2021). Higher education service quality, student satisfaction and loyalty. Quality Assurance in Education, 29(2/3), 151–172. https://doi.org/10.1108/QAE-10-2019-0102
Ulewicz, R., Blaskova, M., & Bernatik, A. (2021). Educational quality and student satisfaction in higher education institutions. Education Sciences, 11(8), 1–15. https://doi.org/10.3390/educsci11080427
Wilkins, S., & Balakrishnan, M. S. (2020). Assessing student satisfaction in transnational higher education. International Journal of Educational Management, 34(2), 356–372. https://doi.org/10.1108/IJEM-09-2018-0283
Akbar, B. M. B. A., & Soegesty, N. B. S. (2025). Reconstructing the Business Model Canvas to Promote Sustainability in Community-Based Businesses. International Journal Business and Entrepreneurship, 2(3), 207-215. https://doi.org/10.71154/m5p31q83
Ali, F., Kim, W. G., Li, J., & Jeon, H. M. (2021). Make it delightful: Customers’ experience, satisfaction and loyalty in Malaysian higher education services. Journal of Cleaner Production, 315, 128–145. https://doi.org/10.1016/j.jclepro.2021.128145
Ali, M., Rahman, M., & Karim, R. (2022). Educational service quality and student satisfaction in Islamic educational institutions. International Journal of Educational Development, 88, 102–118. https://doi.org/10.1016/j.ijedudev.2022.102118
Alves, H., & Raposo, M. (2020). The influence of university image on student behaviour. International Journal of Educational Management, 34(2), 389–405. https://doi.org/10.1108/IJEM-10-2018-0332
Annamdevula, S., & Bellamkonda, R. S. (2018). The effects of service quality on student loyalty: The mediating role of student satisfaction. Journal of Modelling in Management, 13(2), 446–462. https://doi.org/10.1108/JM2-04-2016-0019
Chaerunisa, D. R. C., Pranata, S. P., & Purnamasari, D. L. P. (2025). From Screens to Trust: How Celebrity Endorsements and Environmental Factors Shape Customer Loyalty in Mobile Banking. Jurnal Bisnis Dan Kewirausahaan, 2(2), 106-121. https://doi.org/10.71154/1pca2775
Dwi Maulini, Y., Selva, S., Hidayati Indra Ningsih, N. ., & Reinalda Tri Yunarni, B. . (2025). The Impact of Mobile Banking Services on Customer Loyalty at PT. Bank Syariah(Study of PT. Bank NTB Syariah KCP Lopok). International Journal Business and Entrepreneurship, 2(3), 140-154. https://doi.org/10.71154/yndjnr60
Foroudi, P., Gupta, S., Kitchen, P., Foroudi, M. M., & Nguyen, B. (2020). A framework of place branding, place image, and place reputation. Place Branding and Public Diplomacy, 16(2), 125–142. https://doi.org/10.1057/s41254-019-00145-3
Foroudi, P., Marvi, R., & Gupta, S. (2021). The impact of educational environment on student satisfaction and loyalty. International Journal of Educational Management, 35(6), 1174–1191. https://doi.org/10.1108/IJEM-07-2020-0345
Hanssen, T. E. S., & Solvoll, G. (2021). The importance of university facilities for student satisfaction at a Norwegian university. Facilities, 39(7/8), 505–519. https://doi.org/10.1108/F-11-2019-0138
Hasan, H., Abdullah, S., & Hamid, N. (2020). Educational service quality and institutional competitiveness in Islamic schools. International Journal of Instruction, 13(4), 765–780. https://doi.org/10.29333/iji.2020.13447a
Hasibuan, R. R. H., Suliyanto, S., & Novandari, W. (2025). Penggunaan Sosial Media Pemasaran Dan Kemampuan Digital Terhadap Kinerja Pemasaran Melalui Persepsi Iklan Sebagai Variabel Mediating. In Prosiding Seminar Nasional Ekonomi Bisnis (Vol. 3, No. 01, pp. 317-341).
Hasibuan, R. R. (2024). Dampak personal branding dan influencer marketing terhadap keputusan pembelian konsumen generasi z. House of Management and Business (HOMBIS) Journal, 3(2), 57-62.
Hasibuan, R. R., & Najmudin, N. (2024). Content marketing, customer engagement on marketing performance mediated by digital marketing in batik MSMEs in Banyumas Regency. International Journal of Economics, Business and Innovation Research, 3(03), 287-304.
Hasibuan, R. R., Suliyanto, S., & Novandari, W. (2025). Bridging Digital Marketing and Tourism Development: The Role of Social Media Marketing in Enhancing Business Performance. African Journal of Hospitality, Tourism and Leisure, 14(2), 351-360.
Hemsley-Brown, J., & Oplatka, I. (2018). University choice: What do we know, what don’t we know and what do we still need to find out? International Journal of Educational Management, 32(4), 603–617. https://doi.org/10.1108/IJEM-10-2017-0293
Herman, H., & Ocak, A. . (2025). The Mediating Role of Technological Capability between Social Media Marketing and MSMEs Performance. International Journal Business and Entrepreneurship, 2(2), 94-102. https://doi.org/10.71154/5b2ks962
Hudzaifah, Y., & Permana, I. S. P. (2025). Market Shaping Strategies in Emerging Markets: A Critical Synthesis. International Journal Business and Entrepreneurship, 2(2), 103-117. https://doi.org/10.71154/de8jxe46
Ismail, A., Rahman, A., & Yusuf, M. (2022). Educational product innovation and student satisfaction in Islamic boarding schools. Journal of Islamic Education Research, 7(1), 55–69. https://doi.org/10.1108/JIER-03-2022-0045
Ivy, J. (2020). A new higher education marketing mix: The 7Ps for MBA marketing. International Journal of Educational Management, 34(5), 789–803. https://doi.org/10.1108/IJEM-08-2019-0271
Karim, A., Rahman, M., & Sari, D. (2023). Educational service quality and institutional sustainability in developing countries. Education Sciences, 13(4), 377–391. https://doi.org/10.3390/educsci13040377
Kusumawati, A. (2019). Impact of digital promotion on student satisfaction in higher education. International Journal of Educational Management, 33(5), 1024–1038. https://doi.org/10.1108/IJEM-12-2017-0387
Kusumawati, A., & Hidayat, A. (2023). Student satisfaction and service quality in educational institutions: A multidimensional approach. Education and Information Technologies, 28(6), 7125–7143. https://doi.org/10.1007/s10639-022-11482-6
Leonnard, L., Comm, M., & Thung, F. (2022). The role of educational facilities on student satisfaction in boarding schools. Journal of Educational Administration, 60(3), 335–349. https://doi.org/10.1108/JEA-09-2021-0184
Mainardes, E. W., Alves, H., & Raposo, M. (2019). The influence of service quality on student satisfaction in higher education. Quality Assurance in Education, 27(1), 2–18. https://doi.org/10.1108/QAE-04-2017-0014
Naim, A., Ambarwati, R. ., Permananingrum, E. Y. ., Hadi, I. ., & Pauji, A. . (2025). The Role of Innovation Orientation on MSME Performance Moderated by Competition Intensity. Jurnal Bisnis Dan Kewirausahaan, 2(3), 201-208. https://doi.org/10.71154/bwvnqf22
Nguyen, B., & LeBlanc, G. (2020). The mediating role of service quality in educational institutions. International Journal of Quality and Service Sciences, 12(3), 321–337. https://doi.org/10.1108/IJQSS-02-2020-0034
Nguyen, T. T., Tran, H. T., & Nguyen, P. N. (2021). Educational service quality and student satisfaction in Asian educational institutions. Education Sciences, 11(9), 1–16. https://doi.org/10.3390/educsci11090531
Pamikatsih, M. P., & Cahyaningsih, R. C. (2025). The Influence of Fintech Adoption and Financial Literacy on Financial Performance with Digital Trust as a Moderating Variable in Islamic Banks. Jurnal Bisnis Dan Kewirausahaan, 2(2), 122-136. https://doi.org/10.71154/g9qn7w26
Poon, J. (2019). Examining student satisfaction with campus facilities in higher education. Facilities, 37(1/2), 84–99. https://doi.org/10.1108/F-06-2017-0067
Rahman, A., & Anas, M. (2022). Institutional adaptability and educational sustainability in Islamic schools. Journal of Islamic Educational Studies, 10(2), 145–160. https://doi.org/10.15642/jies.2022.10.2.145-160
Rojas-Méndez, J. I., Vasquez-Parraga, A. Z., Kara, A., & Cerda-Urrutia, A. (2020). Determinants of student loyalty in higher education: The role of service quality and satisfaction. Quality Assurance in Education, 28(2), 123–138. https://doi.org/10.1108/QAE-01-2019-0007
Selamet, S., Hartoyo, H., & Handayani, J. H. (2025). Integrating Employee Empowerment and Digital Marketing Strategies to Enhance Customer Trust and Business Sustainability among MSMEs. Jurnal Bisnis Dan Kewirausahaan, 2(3), 242-255. https://doi.org/10.71154/qen1tc73
Sultan, P., & Wong, H. Y. (2019). How service quality affects university brand performance, student satisfaction, and loyalty. Journal of Marketing for Higher Education, 29(1), 73–95. https://doi.org/10.1080/08841241.2018.1488533
Teeroovengadum, V., Nunkoo, R., Gronroos, C., Kamalanabhan, T. J., & Seebaluck, A. K. (2021). Higher education service quality, student satisfaction and loyalty. Quality Assurance in Education, 29(2/3), 151–172. https://doi.org/10.1108/QAE-10-2019-0102
Ulewicz, R., Blaskova, M., & Bernatik, A. (2021). Educational quality and student satisfaction in higher education institutions. Education Sciences, 11(8), 1–15. https://doi.org/10.3390/educsci11080427
Wilkins, S., & Balakrishnan, M. S. (2020). Assessing student satisfaction in transnational higher education. International Journal of Educational Management, 34(2), 356–372. https://doi.org/10.1108/IJEM-09-2018-0283
Published
2026-05-22
How to Cite
M Ma’ruf, Amelia, S. R., & Hasibuan, R. R. (2026). The Effect Of Marketing Mix (7P) on The Quality of Educational Services and Its Impact on Student Satisfaction At Minhajut Tholabah Islamic Boarding School In Purbalingga. International Journal of Economics, Business and Innovation Research, 5(03), 2514-2539. https://doi.org/10.63922/ijebir.v5i03.3669
.png)
Contact Person +6282139474255
Email : ijebir@citakonsultindo.or.id / editor.ijebir@gmail.com
