<![CDATA[Increasing competition among educational institutions requires schools to develop effective strategies to enhance public trust and attract prospective students. In this context, the principal’s leadership plays a crucial role in determining a school’s ability to sustain its existence and increase student enrollment. This study aims to analyze the role of principal leadership in increasing the number of students and to identify the supporting and inhibiting factors affecting its implementation at SD Inpres 2 Sigenti, Parigi Moutong Regency. The study employed a qualitative approach with a descriptive design. Data were collected through observations, in-depth interviews, and document analysis. The data were analyzed using an interactive model consisting of data reduction, data display, and conclusion drawing. Data validity was ensured through source triangulation. The findings reveal that the principal performed a strategic leadership role through four major efforts: conducting school promotion and socialization programs, providing accessible and transparent student admission services, developing attractive academic and extracurricular programs, and strengthening partnerships with parents and the community. Supporting factors included effective leadership, the quality of school programs, and parental involvement, while inhibiting factors consisted of limited public understanding of the zoning policy, administrative registration constraints, and competition from other schools. The implementation of these strategies contributed to a gradual increase in student enrollment over recent years. The study concludes that proactive, innovative, and communicative principal leadership significantly contributes to enhancing school attractiveness and strengthening public trust in educational institutions. These findings provide practical implications for school management in developing sustainable student recruitment strategies.]]>
