PONTIANAK
– The quality of physical facilities and tuition fees significantly influence
parents’ decisions when choosing a school for their children, according to a
study conducted by researchers from the Faculty of Economics and Business at
Muhammadiyah University of Pontianak. The research focused on SMPIT Al-Mumtaz
Pontianak and found that both factors play an important role in shaping
parents’ preferences, with tuition fees showing a slightly stronger influence
than physical facilities. The study was published in the International
Journal of Business and Applied Economics (IJBAE) in 2026.
The
findings come as competition among educational institutions continues to increase.
Parents today evaluate schools not only based on academic quality and religious
values but also on the condition of school facilities and the affordability of
educational costs. As educational services become more competitive, schools
must demonstrate value through both their physical environment and pricing
strategies.
The
researchers surveyed parents of students at SMPIT Al-Mumtaz Pontianak to
examine how physical evidence and tuition fees affect school selection
decisions. Using a quantitative approach, the study analyzed responses through
multiple linear regression and correlation analysis to identify the strength of
each factor’s influence on parental decision-making.
The
results showed that both physical evidence and price have a positive and significant
impact on parents’ decisions. The relationship between these variables and
school selection was categorized as strong, indicating that parents place
considerable importance on visible school quality and financial considerations.
Key Findings
- Physical evidence has a positive and significant effect on parents’ school selection decisions.
- Tuition fees also have a positive and significant effect on parents’ decisions.
- The t-value for physical evidence was 3.539 with a significance level of 0.001.
- The t-value for price was 3.912 with a significance level of 0.000.
- Price showed a slightly stronger influence than physical evidence.
- The correlation coefficient reached 0.612, indicating a strong relationship between the variables and parents’ decisions.
- Physical evidence and price together explained 37.5 percent of parents’ school selection decisions, while 62.5 percent was influenced by other factors.
- The simultaneous test produced an F-value of 29.065 with a significance level of 0.000, confirming the combined influence of both variables.
The study
found that parents pay close attention to physical aspects of a school before
making enrollment decisions. School buildings, classrooms, learning facilities,
cleanliness, comfort, and supporting infrastructure contribute to parents’
perceptions of educational quality. Well-maintained facilities can increase
confidence that children will learn in a safe and supportive environment.
Tuition
fees emerged as an equally important factor. Parents evaluate whether educational
costs are reasonable and proportional to the quality of services offered.
Affordable pricing combined with good educational facilities increases the
likelihood that parents will choose a particular school. According to the
findings, parents do not necessarily seek the lowest cost but rather a balance
between affordability and value.
The
researchers noted that school selection has become a strategic decision for
families. Parents increasingly compare multiple institutions before enrolling
their children, considering educational quality, facilities, religious
environment, school reputation, and financial commitments. As a result, schools
must continuously improve both their service quality and physical environment
to remain competitive.
According
to the researchers, improving physical facilities while maintaining reasonable
tuition fees can strengthen a school’s attractiveness and increase enrollment.
Investments in educational infrastructure should therefore be viewed not only
as operational improvements but also as part of a broader strategy to meet
parents’ expectations and enhance institutional competitiveness.
The
findings provide valuable insights for school administrators and education
policymakers. As families become more selective in choosing educational
institutions, balancing quality facilities with affordable pricing may be
essential for expanding access to education while maintaining institutional
sustainability.
Author Profiles
- Nani
Kurniati - Muhammadiyah
University of Pontianak
- Samsuddin - Muhammadiyah University of
Pontianak
Research Source
Kurniati,
N., & Samsuddin. (2026). The Influence of Physical Evidence and Price on
Parents’ Decision in Choosing SMPIT Al-Mumtaz Pontianak City. International
Journal of Business and Applied Economics (IJBAE), Vol. 5 No. 3, 2026, pp.
947–960.
DOI:
Available in the official journal publication.
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