Authors : Wilmer D. Ambal

Volume/Issue : Volume 11 - 2026, Issue 6 - June

Google Scholar : https://tinyurl.com/mad4797u

Scribd : https://tinyurl.com/3aapfenp

DOI : https://doi.org/10.38124/ijisrt/26jun604

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : This study determined the effect of marketing on parental interest in school choice and parents’ loyalty and examined the mediating role of school image among private schools in San Juan, Batangas. Specifically, it assessed parental interest, parents’ loyalty, marketing practices, and school image; determined the influence of marketing on parental outcomes; and investigated whether school image mediates the relationship between marketing and parental interest and loyalty. The findings served as the basis for the development of an Integrated Marketing Communication (IMC) Plan for private schools. A quantitative descriptive-correlational research design was employed. The respondents consisted of 340 parents or legal guardians of Junior High School and Senior High School students from selected private schools in San Juan, Batangas, chosen through stratified proportional sampling. Data were collected using a validated researcher-made questionnaire. Frequency and percentage, weighted mean, composite mean, regression analysis, and mediation analysis were utilized to analyze the data and determine the relationships among variables. The results revealed that parents generally exhibited high levels of parental interest and parents’ loyalty toward private schools. Marketing practices, including website marketing, social media marketing, advertising, public relations, and direct marketing, were positively assessed, while school image was favorably perceived in terms of credibility, trust, and educational quality. Regression analysis showed that advertising and direct marketing significantly influenced parental interest, whereas website marketing, social media marketing, advertising, and direct marketing significantly influenced parents’ loyalty. However, school image did not significantly mediate the relationship between marketing and parental outcomes, indicating that parents respond more directly to effective communication, accessibility of information, and personalized engagement. Based on the findings, an Integrated Marketing Communication Plan was proposed to strengthen marketing effectiveness, enhance stakeholder engagement, improve enrollment attraction, and sustain long-term parental loyalty among private schools in a competitive educational environment.

Keywords : Integrated Marketing Communication, Parental Interest, Parents’ Loyalty, School Image, Private Schools, Marketing Practices.

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