The Influence of Location and Price on Parents’ Decision-Making in Selecting Educational Services at Muhammadiyah 2 Senior High School Pontianak

Abstract

This study aims to analyze the influence of location and price on parents’ decision-making in choosing Muhammadiyah 2 Senior High School Pontianak. The study employs a quantitative associative approach. Data were collected through questionnaires distributed to parents of students, with a total of 108 respondents selected using a saturated sampling technique. The results indicate that location and price have a positive and significant effect on parents’ decision-making. Simultaneously, the regression model shows statistically significant results with an F value of 30.844 (p = 0.000), a correlation coefficient (R) of 0.608, and a coefficient of determination (R²) of 0.370. These findings indicate that 37% of parents’ decision-making is influenced by location and price, while the remaining proportion is affected by other factors outside this study. This research provides empirical evidence regarding the role of location and pricing policies in shaping parents’ decisions within the context of faith-based private secondary schools. Practically, schools are encouraged to improve accessibility and environmental safety, as well as to implement transparent educational cost policies. Future studies are recommended to incorporate additional variables such as service quality, school image, and promotional strategies to obtain a more comprehensive understanding of parents’ school choice decisions.