Abstract
Competition among educational institutions drives schools to understand the factors influencing parents' decisions when choosing a school for their children. This study aims to analyze the impact of promotional strategies, teacher quality, and school image on parents' decisions to choose SCB Elementary School. A quantitative approach was employed, utilizing a survey method involving 104 first-grade parents selected via voluntary response sampling from a total population of 293 parents. Data were collected using a Likert-scale questionnaire and analyzed through multiple linear regression using IBM SPSS Statistics 26. The results indicate that promotional strategies have a positive and significant effect on parental decisions (β = 0.258; p = 0.016), and teacher quality has a positive but non-significant effect (β = 0.104; p = 0.335), whereas school image has a positive and significant effect (β = 0.683; p < 0.001) and serves as the most dominant factor. The overall regression model is significant and explains 76.4% of the variation in parents' decisions regarding school selection. Thus, school image is the primary factor influencing parents' decisions to choose SCB Elementary School.
