<![CDATA[Backgrounds: Growing competition among schools in Indonesia requires combining effective promotion with strong service quality to build a positive image, yet research on how these factors jointly drive enrollment decisions remains inconsistent, especially in a university-affiliated laboratory school like SMP Lab School FIP UMJ. Objectives: To examine the effect of social media promotion and educational service quality on new-student registration decisions at SMP Lab School FIP UMJ, with school image as a mediating variable. Methodology: A quantitative approach was applied using a saturated sample of 216 respondents (students and parents), analyzed through Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4. Findings: Social media promotion and educational service quality positively and significantly affect school image. Educational service quality and school image significantly affect registration decisions, while social media promotion has no significant direct effect. School image fully mediates the effect of social media promotion, and partially mediates the effect of educational service quality, on registration decisions, making it the most influential factor in enrollment decisions. Conclusions: The study supports service marketing and organizational image theory in education, and offers practical direction for schools to strengthen enrollment through integrated promotion, service-quality improvement, and image-management strategies.]]>
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