<![CDATA[ABSTRACT This study aims to analyze the influence of brand image and promotion on parents’ decisions in choosing TK Islam Al-Kamal, South Tangerang. Competition among early childhood education institutions, particularly Islamic-based schools, has become increasingly competitive, requiring schools to build a positive image and implement effective promotional strategies to enhance public trust in selecting educational institutions for their children. This study offers novelty by positioning brand image and promotion as the main factors influencing parents’ decision-making within the context of Islamic early childhood education institutions, which remains relatively underexplored simultaneously at the kindergarten level. This research employed a quantitative method with a survey approach. The study population consisted of parents of students at TK Islam Al-Kamal, with a sample of 120 respondents determined using the Slovin formula through proportionate random sampling techniques. Data were collected through Likert-scale questionnaires that had met validity and reliability requirements. Data analysis was conducted using classical assumption tests, multiple linear regression, t-tests, F-tests, and coefficient of determination analysis. The results showed that brand image and promotion partially and simultaneously had a positive and significant effect on parents’ decisions in choosing the school. The coefficient of determination (R-square) value of 0.558 indicates that both variables contributed 55.8% to parents’ school selection decisions. These findings confirm that strengthening institutional image and implementing targeted promotional strategies are important approaches to increasing competitiveness and public trust in Islamic early childhood education institutions amid increasingly dynamic educational competition. ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh brand image dan promosi terhadap keputusan orang tua dalam memilih TK Islam Al-Kamal, Tangerang Selatan. Persaingan antar lembaga pendidikan anak usia dini, khususnya berbasis Islam, semakin kompetitif sehingga sekolah dituntut mampu membangun citra positif dan strategi promosi yang efektif untuk meningkatkan kepercayaan masyarakat dalam menentukan pilihan pendidikan anak. Penelitian ini memiliki kebaruan dengan menempatkan brand image dan promosi sebagai faktor utama dalam pengambilan keputusan orang tua pada konteks lembaga PAUD Islam, yang masih relatif terbatas dikaji secara simultan pada tingkat taman kanak-kanak. Penelitian menggunakan metode kuantitatif dengan pendekatan survei. Populasi penelitian terdiri atas orang tua murid TK Islam Al-Kamal dengan sampel sebanyak 120 responden yang ditentukan menggunakan rumus Slovin melalui teknik proportionate random sampling. Pengumpulan data dilakukan melalui kuesioner berskala Likert yang telah memenuhi uji validitas dan reliabilitas. Analisis data menggunakan uji asumsi klasik, regresi linier berganda, uji t, uji F, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa brand image dan promosi secara parsial maupun simultan berpengaruh positif dan signifikan terhadap keputusan orang tua dalam memilih sekolah. Nilai koefisien determinasi (R-square) sebesar 0,558 menunjukkan bahwa kedua variabel memberikan kontribusi sebesar 55,8% terhadap keputusan memilih sekolah. Temuan ini menegaskan bahwa penguatan citra lembaga dan promosi yang terarah menjadi strategi penting dalam meningkatkan daya saing serta kepercayaan masyarakat terhadap lembaga PAUD Islam di tengah kompetisi pendidikan yang semakin dinamis.]]>
