<![CDATA[Abstract: The background of this study arises from the need to understand the elements that influence parents' choices in choosing a school, especially in elementary schools that adopt an independent and environmentally friendly curriculum (Adiwiyata). The main objective of this study is to evaluate the impact of education quality (X1), and school fees (X2) on the decision to choose a school (Y), with school reputation (Z) as an intermediary variable. This study applies a quantitative method using Partial Least Squares-Structural Equation Modeling (PLS-SEM). Data were collected through questionnaires distributed to 75 respondents, namely parents of students at Strada Bhakti Utama Elementary School. Descriptive results show that most respondents are women (70.67%), aged 36-45 years (49.34%), and have an income between Rp3,500,000 to Rp5,000,000 (37.33%). Validity and reliability testing confirms that all variable indicators are valid and reliable, with Cronbach's Alpha and Composite Reliability values exceeding 0.90. The research model was assessed as suitable based on SRMR (0.075), Chi-square (1,563,381 > 53,384), and NFI (0.640). From a structural perspective, the analysis revealed that education quality (X1) has a positive and significant influence on the decision to choose (Y) and school reputation (Z). School fees (X2) significantly influence school reputation (Z), but not on the decision to choose (Y). School reputation (Z) has a positive and significant impact on the decision to choose (Y) and acts as an important mediator in the relationship between education quality (X1) and school fees (X2) with the decision to choose (Y). The R2 value shows that 87.2% of the variation in the decision to choose can be explained by the independent variables in the model, while school reputation explains 71.0%. The conclusion of this study emphasizes that education quality and school reputation are the main factors that influence parents' choice of SD Strada Bhakti Utama. School fees provide suggestions for schools to continue to improve the quality of educational services and strengthen their positive reputation to maintain public trust. Keywords: Educational Quality, School Fees, School Reputation, School Selection Decision, PLS SEM.. Abstrak: Latar belakang penelitian ini muncul dari kebutuhan untuk memahami elemen-elemen yang memengaruhi pilihan orang tua dalam memilih sekolah, terutama di sekolah dasar yang mengadopsi kurikulum mandiri dan ramah lingkungan (Adiwiyata). Tujuan utama penelitian ini adalah mengevaluasi dampak kualitas pendidikan (X1), dan biaya sekolah (X2) pada keputusan memilih sekolah (Y), dengan reputasi sekolah (Z) sehingga variabel perantara. Penelitian ini menerapkan metode kuantitatif menggunakan Partial Least Squares-Strukctural Equation Modeling (PLS-SEM). Data dikumpulkan melalui koesioner yang disebarkan kepada 75 responden, yakni orang tua siswa di SD Strada Bhakti Utama. Hasil deskriptif menunjukkan bahwa sebagaian besar responden adalah wanita (70,67%), berusia 36-45 tahun (49,34%), dan memiliki pendapatan antara Rp3.500.000 hingga Rp5.000.000 (37,33%). Pengujian validitas dan reliabilitas mengonfirmasi bahwa semua indikator variabel bersifat valid dan reliabel, dengan nilai Alpha Cronbach dan Reliabilitas Komposit melebihi 0,90. Model penelitian dinilai cocok berdasarkan SRMR (0,075), Chi-square (1.563.381 > 53.384), dan NFI (0,640). Dari segi struktural, analisis mengungkapkan bahwa kualitas pendidikan (X1) memberikan pengaruh positif dan bermakna terhadap keputusan memilih (Y) serta reputasi sekolah (Z). biaya sekolah (X2) secara signifikan mempengaruhi reputasi sekolah (Z), namun tidak terhadap keputusan memilih (Y). Reputasi sekolah (Z) memiliki dampak positif dan signifikan pada keputusan memilih (Y) serta berperan sebagai mediator penting dalam hubungan antara kualitas pendidikan (X1) dan biaya sekolah (X2) dengan keputusan memilih (Y). Nilai R2 menunjukkan bahwa 87,2% variasi dalam keputusan memilih dapat dijelaskan oleh variabel independen dalam model, sementara reputasi sekolah menjelaskan 71,0%. Kesimpulan penelitian ini menekankan bahwa kualitas pendidikan dan reputasi sekolah adalah faktor utama yang memengaruhi pilihan orang tua terhadap SD Strada Bhakti Utama. Biaya sekolah memberikan saran bagi sekolah untuk terus memperbaiki mutu layanan pendidikan dan memperkuat reputasi positif mereka guna mempertahankan kepercayaan Masyarakat. Kata Kunci: Kualitas Pendidikan, Biaya Sekolah, Reputasi Sekolah, Keputusan Pemilihan Sekolah, PLS-SEM]]>
