The Influence of Service Quality and Digital Promotion on Parents’ Decisions to Enroll Their Children at SD Global Maju Khatulistiwa in Southeast Pontianak District

Abstract

This study aims to analyze the influence of service quality and digital promotion on parents’ decisions to enroll their children at SD Global Maju Khatulistiwa, Pontianak Tenggara District. The study employs a quantitative approach with an associative design to examine the relationships among the research variables. Data were collected through the distribution of questionnaires to parents of students, supported by interviews conducted at the initial stage of the study to obtain an overview of the research issues. The research population consisted of all parents of students at SD Global Maju Khatulistiwa totaling 218 individuals, with a sample of 69 respondents determined using a stratified random sampling technique based on grade levels. Data analysis was carried out using SPSS, including instrument validity and reliability testing, classical assumption tests, and multiple linear regression analysis. The results show that service quality and digital promotion simultaneously have a positive and significant effect on parents’ school choice decisions. However, partially, service quality is proven to have a positive and significant effect on parents’ decisions, while digital promotion does not show a significant effect despite having a positive coefficient. These findings indicate that parents’ decisions are largely determined by direct evaluations of the quality of educational services, such as the learning process, teacher competence, school facilities, and the quality of communication between the school and parents. Digital promotion serves as a supporting medium for information delivery but has not yet become a primary determining factor in decision-making. From both theoretical and practical perspectives, this study emphasizes the importance of improving service quality as the main strategy in school management, while digital promotion should be directed toward strengthening information transparency and institutional image. Future research is recommended to include additional variables and expand the research context to obtain a more comprehensive understanding of parents’ behavior in choosing primary schools