What do students need to choose a school?

High competition between schools occurs in Tangerang City. The number of junior high school students in the last 10 years has shown an increase, while those at the vocational school level have decreased. Strada Daan Mogot Vocational School in 2013-2023 shows a downward trend of -3.50%. Based on the survey results, consumers do not choose Strada Daan Mogot Vocational School because of the high costs. The factors that influence students to choose a school are achievements and facilities. The population in the study was 295 students of Strada Daan Mogot Vocational School. The analytical method used is the Structural Equation Modeling-Partial Least Square (SEM-PLS). The results showed that Price Sensitivity and Student Perception had a positive and significant influence on the decision to choose a school. Student achievement has not been able to moderate the effect of Price Sensitivity and Student Perception on the decision to choose a school. School facilities can moderate the influence of Price Sensitivity and Student Perception on decision-making in prospective students. Prospective students tend to have a more positive perception of schools with complete, modern, and well-maintained facilities.