THE INFLUENCE OF MARKETING MIX, TECHNOLOGICAL REPUTATION, BRAND ORIENTATION, EMPLOYEE SKILL FOR INNOVATION, GOAL SETTING ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY AT MUHAMMADIYAH VOCATIONAL SCHOOL SURABAYA

Research This done for analyze influence Marketing Mix, Technological Reputation, Brand Orientation, Employee Skills for Innovation, and Goal Setting to Customer Satisfaction as well as the implications to Customer Loyalty to students class XI of Muhammadiyah Vocational High School in Surabaya. This study used a quantitative approach with an explanatory design, involving 160 respondents selected through probability sampling, with data collection through questionnaires and analysis using SEM-PLS. The results showed that Technological Reputation, Brand Orientation, Employee Skill for Innovation, and Goal Setting had a significant positive effect on Customer Satisfaction, while Marketing Mix did not show a significant effect. Furthermore, Brand Orientation, Goal Setting, and Customer Satisfaction proven influential positive significant to Customer Loyalty, whereas Marketing Mix, Technological Reputation and Employee Skill for Innovation No influential This finding confirms that technology integration, strong brand orientation, employee-teacher competence, and clarity of student goals are dominant factors in building satisfaction and loyalty in vocational schools, especially in the context of private vocational schools that face challenges of low enrollment, limited facilities, and competitive pressure from public schools.