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 examines the influence of service quality and digital promotion on parents’ decisions to enroll their children at SD Global Maju Khatulistiwa in Southeast Pontianak District. The research addresses increasing competition among primary schools, which requires institutions to not only improve internal service performance but also strengthen external communication through digital platforms. A quantitative approach with an associative research design was employed to analyze the relationships among variables. Data were collected through structured questionnaires distributed to 69 parents selected using stratified random sampling. The data were analyzed using multiple linear regression, supported by validity, reliability, and classical assumption tests. The results indicate that service quality and digital promotion both have a positive and significant effect on parents’ school choice decisions, both partially and simultaneously. The regression analysis shows that service quality has a stronger influence than digital promotion, while the coefficient of determination reveals that both variables explain 42.7% of the variation in parents’ enrollment decisions. These findings suggest that parents’ decisions are shaped not only by the tangible quality of educational services but also by how effectively schools communicate their value through digital media. This study contributes to the literature on educational marketing by providing empirical evidence from the primary education context. Practically, the findings highlight the importance for schools to integrate service improvement with consistent and credible digital promotion strategies. Future research is encouraged to include additional variables, such as school image or tuition perception, to obtain a more comprehensive understanding of parents’ school choice behavior.