<![CDATA[The background of this study is based on the increasing competition among educational institutions and the importance of school reputation in building public trust. This study aims to analyze parents' perceptions of school reputation at SD Muhammadiyah Sapen Yogyakarta. Using a quantitative approach and survey design, this study involved parents as respondents who assessed several dimensions of school reputation, including teacher quality, facilities, parent involvement, communication, and religious values. Data were collected using a Likert scale questionnaire and analyzed descriptively to determine the level of parental satisfaction with various aspects of school performance. The results show that parents have a very positive perception of the school's reputation, with teacher exemplarity and service quality as the dominant factors. More than 70% of respondents rated teacher professionalism as “very satisfactory,” and more than 80% expressed satisfaction with the school's administrative and information services. High levels of satisfaction were also recorded for indicators such as school facilities, learning comfort, communication services, administration, and extracurricular activities. This study confirms that a school's reputation is built not only through academic achievement but also through moral integrity, effective communication, a supportive learning environment, and strong parental involvement. In addition, religious values and a conducive learning environment were identified as important elements that strengthen the school's public image. The results of this study are expected to serve as a reference for schools in maintaining a positive reputation and for future researchers in developing studies on educational reputation and parental trust.]]>
