Abstract: This study investigates the effect of program quality, promotion strategy, and financial support on students’ decision to choose Vocational High Schools (Sekolah Menengah Kejuruan / SMKN 1 Berau), with school image serving as a mediating variable. Using a quantitative approach, data were collected from 200 alumni of SMKN 1 Berau (graduates of 2024 and 2025) and analyzed through Partial Least Squares Structural Equation Modeling (PLS....
Keywords: Program Quality, Promotion Strategy, Financial Support, School Image, Student Decision.
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