Silvi Nadiyatul Hasanah, Imam Machali

The Influence of Price, Promotion, Location, and Facilities on Parental Decision-Making in Choosing MTs Darussalam Kemiri, Batang Regency, Central Java

Introduction

The influence of price, promotion, location, and facilities on parental decision-making in choosing mts darussalam kemiri, batang regency, central java. Discover how price, promotion, location, and facilities influence parental decisions in choosing MTs Darussalam Kemiri. This quantitative study highlights facilities as the key factor.

Abstract

Purpose – This study aims to analyze the influence of price, promotion, location, and facilities on parents’ decision to enroll their children at MTs Darussalam Kemiri, Subah District, Batang Regency, Central Java. Design/methods – The research employed a quantitative approach with survey methods. Data were collected through questionnaires distributed to parents of students, and the analysis was conducted using multiple linear regression to examine the effect of the independent variables on parents’ decision-making. Findings – The results indicate that price, promotion, location, and facilities significantly influence parents’ decision to choose MTs Darussalam Kemiri. Among these, facilities emerged as the most dominant factor shaping parental choice, while the other variables also contributed positively. Research implications/limitations – The study was limited to one school in a single region, which constrains the generalizability of the findings. Future studies should expand the scope by comparing multiple institutions or regions to capture broader determinants of school choice. Practical implications – The findings provide valuable insights for educational institutions in developing effective strategies to attract students. Schools should prioritize improving infrastructure and facilities, while also maintaining competitive tuition pricing, targeted promotions, and strategic location considerations. Originality/value – This research contributes to the limited body of literature on parental school choice in the Indonesian Islamic education context, particularly highlighting the combined role of price, promotion, location, and facilities in influencing decision-making.

Review

This study effectively investigates the critical factors influencing parental decisions when choosing MTs Darussalam Kemiri, specifically examining the roles of price, promotion, location, and facilities. Utilizing a quantitative survey methodology with multiple linear regression, the research systematically demonstrates that all four variables significantly impact parents' enrollment choices. A key finding highlights facilities as the most dominant factor, providing valuable empirical evidence in a context-specific area often underrepresented in academic literature—Indonesian Islamic education. This direct contribution helps to fill a recognized gap by offering concrete insights into the determinants of school selection within this unique educational landscape. While the research provides valuable initial insights, its primary limitation, as explicitly acknowledged by the authors, is its restricted scope to a single school in one district. This narrow focus inherently constrains the generalizability of the findings, making it difficult to extrapolate the conclusions to a broader range of educational institutions or diverse geographic regions. The reliance on a quantitative survey, while suitable for identifying correlations, might also overlook deeper, qualitative nuances of parental decision-making, such as personal values, community influence, or specific pedagogical preferences, which could offer a richer understanding of the observed relationships. Despite these limitations, the practical implications of this study are considerable, particularly for educational institutions operating in similar Indonesian contexts. The unequivocal identification of facilities as the most influential factor offers actionable guidance for strategic investment and infrastructure development. Furthermore, the findings underscore the importance of competitive pricing, targeted promotional efforts, and thoughtful location strategies as integrated components of an effective student attraction strategy. This research serves as a valuable starting point, providing foundational insights that can inform future, more expansive and comparative studies aiming to unravel the multifaceted dynamics of school choice in a broader educational environment.

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