<![CDATA[This study aims to analyze the school selection decision-making process based on promotion, service quality, and location through school image at SMP PGRI 2 Ciputat. The background of this research is the failure of the school to achieve its student enrollment target during the 2023-2025 period and the decline in student numbers in 2025 amid increasingly intense competition. Using a quantitative causal approach, data were collected from 235 parents of students through questionnaires selected by probability sampling (Slovin formula, e = 5%). Variables measured were promotion (X1), service quality (X2), location (X3), school image (Y), and school choice decision (Z). Data analysis was performed using Partial Least Square-Structural Equation Modeling (PLS-SEM) via SmartPLS 4.0. The results showed that promotion, service quality, and location each had a positive and significant effect on school image, with location emerging as the most dominant factor. Furthermore, all three variables directly and significantly influenced school choice decisions, and school image itself proved to be the strongest determinant in shaping parental decisions. Regarding indirect effects, school image effectively mediated the relationship between location and school choice decisions, while its mediating role between promotion and service quality on school choice decisions was not significant. These findings highlight the strategic importance of optimizing school location accessibility, strengthening promotional quality, and improving service consistency as integrated efforts to build a positive school image and enhance enrollment decisions]]>
