This study aims to identify the determinants parents' choice of elementary
school (SD) for their children, between public or private school, and between
religion-based or non religion-based school. The population is the parents who
have the children which studied in elementary school (SD) or in age between 7-13
years old and live in Yogyakarta. The sample collection using the accedential
sampling technique, it’s the sampling methods to choose who happened at place.
This study used a questionnaire and distributed to 200 respondents. The analysis
technique used is descriptive and binomial logistic regression analysis to test the
research hypothesis. The results indicate the factors that influence parents' choice
of Elementary school between public or private are the teachers quality, religion,
facilities, costs, environmental, and school’s safety. While the quality of teaching,
branding, and location haven’t significant effect. In other hand, the factors that
significantly affecting parents' choice of religion-based or non religion-based
school are the religion, branding, and school environment. However, the
managerial implications of this research is the schools need to pay attention and
improve the factors that proved have significantly effect to the parents’ choice of
Elementary School depending on the parents’ preference and the school needs to
consider the preference to attract the parents to send their children to related
school.