PENGARUH HARGA, LOKASI DAN PROMOSI TERHADAP KEPUTUSAN ORANG TUA CALON SISWA PADA PENDAFTARAN SISWA DI TK AL-FATH KOTA MALANG

The purpose of this study was to determine and analyze the significance of price on parental decisions, location on parental decisions, and promotion on parental decisions. This study, among other variables, dominantly influences price, location, and promotion on parental decisions regarding student enrollment at Al Fath Kindergarten, Malang. This study was explanatory research, with 63 respondents from parents of early childhood education (PAUD) and kindergarten students at Al Fath Kindergarten, Malang, for the 2024/2025 academic year. The data analysis method used was multiple linear regression analysis. Based on the research results and discussion, it can be concluded that price significantly influences parental decisions, location significantly influences parental decisions, promotion significantly influences parental decisions, and location has a dominant influence on parental decisions regarding student enrollment at Al Fath Kindergarten, Malang. This means that a more strategic location has a greater influence on parental decisions regarding student enrollment at Al Fath Kindergarten, Malang.