The Influence of Promotion and Physical Facilities on Students’ Decisions in Choosing Educational Services at SMA Muhammadiyah 1 Pontianak

Abstract

This study aims to analyze the influence of Promotion and Physical Facilities on Students’ Decisions in choosing educational services at SMA Muhammadiyah 1 Pontianak. This research employs a quantitative approach with a causal associative design. The sample consists of 100 respondents selected using probability sampling with proportional stratified random sampling method. Data were collected via questionnaires and analyzed using multiple linear regression with SPSS, through validity and reliability tests, classical assumption tests, and hypothesis testing using t-test and F-test. The results indicate that all instruments are valid and reliable. Partially, Promotion has a positive and significant effect on Students’ Decisions with a t-count value of 7.915 and significance of 0.000. Physical Facilities also have a positive and significant effect with a t-count value of 5.261 and significance of 0.000. Simultaneously, both variables have a significant effect with an F-count value of 62.923 and significance of 0.000. The coefficient of determination (R²) of 0.565 indicates that 56.5% of the variation in Students’ Decisions can be explained by Promotion and Physical Facilities, while the remainder is influenced by factors outside the study. These findings confirm that promotion and physical facilities play an important role in enhancing students’ decisions, with promotion as the most dominant factor.