PENGARUH KUALITAS PELAYANAN, BIAYA PENDIDIKAN, DAN LOKASI TERHADAP KEPUTUSAN ORANG TUA MENYEKOLAHKAN ANAKNYA DI SD SSF KOTA TANGERANG

Yolanda (Institut Teknologi dan Bisnis Asia Malang)
Lussia Mariesti Andriany (Institut Teknologi dan Bisnis Asia Malang)
Fathorrahman (Institut Teknologi dan Bisnis Asia Malang)

JOURNAL OF SCIENCE AND SOCIAL RESEARCH
Vol. 9 No. 4 (2026): August 2026 (1)

Competition between private and public schools in Indonesia has become increasingly intense following the government's implementation of free education policies in public schools through the School Operational Assistance (Bantuan Operasional Sekolah/BOS) and the Smart Indonesia Program (Kartu Indonesia Pintar/KIP). This condition requires private schools to enhance their competitiveness by improving service quality, offering competitive tuition fees, and ensuring strategic school locations to remain attractive to the community. This phenomenon has also been experienced by SD SSF, Tangerang, which has experienced a decline in student enrollment over the past several years. This study aims to examine and analyze the influence of service quality, education costs, and location on parents' decisions to enroll their children at SD SSF, Tangerang City. This study employed a quantitative approach using a survey method. The population consisted of all parents of students at SD SSF in the 2025/2026 academic year. The sampling technique used was probability sampling, with a total of 57 respondents. Data were collected using a Likert-scale questionnaire. Data analysis included data quality tests, classical assumption tests, multiple linear regression analysis, partial significance tests (t-test), simultaneous significance tests (F-test), and the coefficient of determination (R²).The results indicate that, partially, service quality has a positive and significant effect on parents' decisions to enroll their children, education costs have a positive and significant effect on parents' decisions to enroll their children, and location also has a positive and significant effect on parents' decisions to enroll their children. Simultaneously, service quality, education costs, and location have a positive and significant effect on parents' decisions to enroll their children at SD SSF, Tangerang City. These findings suggest that improving service quality, establishing appropriate education costs, and maintaining an easily accessible school location are important factors in increasing parents' decisions to choose SD SSF as their children's educational institution.