<![CDATA[This study aims to analyze the determinants of madrasah selection by integrating the Engel, Kollat, and Blackwell consumer behavior model and the SERVQUAL service quality framework at MAN 3 Kediri. The background of this study is the increasingly competitive environment among secondary educational institutions, which requires madrasahs to understand the factors influencing students’ school choice decisions. This research employed a quantitative associative-causal approach. The population consisted of 1,308 students of MAN 3 Kediri, with 297 respondents selected using proportionate stratified random sampling. Data were collected through a closed-ended questionnaire that had passed validity and reliability testing, and were analyzed using multiple linear regression with IBM SPSS version 27. The findings show that consumer behavior has a positive and significant effect on school choice and serves as the dominant factor with an effective contribution of 28.0%. Service quality also has a positive and significant effect, with an effective contribution of 13.7%. Simultaneously, both variables contribute 56.3% to school choice decisions. These findings indicate that madrasah selection is shaped by consumer preferences and perceived service quality.Keywords : consumer behavior, SERVQUAL, madrasah choice, EKB model, service quality]]>
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