Pengaruh Citra Sekolah, Fasilitas, dan Promosi terhadap Keputusan Orang Tua Memilih TK Gandhi Ancol

The Influence of School Image, Facilities, and Promotion on Parents' Decision to Choose Gandhi Ancol Kindergarten

Abstract

This study examines the effects of school image, facilities, and promotion on parents’ decision to choose TK Gandhi Ancol. An associative quantitative survey was conducted among 70 purposively selected respondents from a population of 85 parents of active students in the 2025/2026 academic year. Data were collected through observation, Likert-scale questionnaires, and a literature review. IBM SPSS Statistics 27 was used for instrument testing, classical assumption tests, multiple linear regression, t-tests, an F-test, and the coefficient of determination. School image (B = 0.306; p = 0.005), facilities (B = 0.343; p = 0.008), and promotion (B = 0.289; p = 0.013) were positively and significantly associated with parents’ decision. The model was jointly significant, F(3, 66) = 123.352; p < 0.001, with adjusted R² of 0.842. These findings suggest integrating reputation management, safe and comfortable facilities, and clear promotional communication. The results are limited to parents of active students at one school and do not establish causality.