Analysis of Parents’ Intention to Enrolment in Secondary Schools through Stimulus Organism Response (SOR) Theory Approach

The study aimed to examine the relationship between stimulus factors, cognitive and affective elements toward parents’ intention to enrol their children in secondary schools using Stimulus-Organism-Response (SOR) Theory. There were 373 respondents participating and Partial Least Squares- Structural Equation Modeling (PLS-SEM) were used. Result show that the school image and school quality both positively and significantly influence enrolment decisions. Therefore, stakeholders should improve reputation, quality and attractiveness of their institutions.