PENGARUH KUALITAS LAYANAN, PROMOSI DAN LOKASI TERHADAP KEPUTUSAN ORANG TUA MEMILIH BIMBA AIUEO RAWALUMBU BEKASI

Abstract

The background of this study stems from the increasingly competitive landscape among early childhood education institutions. This situation pushes each institution to better understand what factors parents actually consider when choosing a place for their children to learn. This research specifically aims to examine how much service quality, promotion, and location influence parents' decisions in choosing biMBA AIUEO Rawalumbu. A quantitative approach was adopted, collecting data through questionnaires distributed to 85 respondents. Sampling was carried out using a non-probability sampling method with a saturated sampling technique. The collected data was then analyzed through a series of statistical tests, including validity tests, reliability tests, classical assumption tests, and multiple linear regression analysis. The findings revealed that service quality actually had a negative and insignificant effect on parents' decisions. In contrast, promotion proved to have a positive and significant influence. As for location, while it showed a positive effect, it was not strong enough to be considered statistically significant. However, when all three variables were tested simultaneously, the results indicated a significant combined influence on parents' decision-making. These findings carry an important message for biMBA AIUEO Rawalumbu: promotional strategies need to be continuously strengthened, as promotion emerged as the most dominant factor in attracting parents' interest. At the same time, service quality still deserves serious attention, so it does not become a weak point that ultimately undermines the institution's appeal in the eyes of prospective students' families.