Exploring Parental Decision Making in School Selection: A Technology Organization Environment (TOE) Approach in Private Senior High Schools and Vocational Schools in Riau Province, Indonesia

This study explores the factors influencing parental decision-making in selecting private Senior High Schools (SMA) and Vocational Schools (SMK) in Riau Province, Indonesia, employing the Technology Organization Environment (TOE) framework integrated with Rational Choice Theory (RCT). The study addresses a critical literature gap by examining how technological, organizational, and environmental factors shape school attractiveness, image, and parental choice. A quantitative research design was adopted, involving a survey of 367 parents. Data were analyzed using Structural Equation Modeling (SEM) via SmartPLS version 4.0. The results revealed that technological factors (β = 0.34, p < 0.01), organizational factors (β = 0.41, p < 0.01), and environmental factors (β = 0.32, p < 0.01) significantly impact school attractiveness, which, alongside school image (β = 0.38, p < 0.01), directly influences parental choice. Furthermore, economic factors and parental experience moderate these relationships. The study contributes to the theoretical understanding of school choice by integrating the TOE and RCT frameworks and offers practical insights for school administrators and policymakers to enhance the competitiveness of private schools.