International Journal of Business Marketing and Management (IJBMM) Volume 4 Issue 9 September 2019, P.P. 36-46 ISSN: 2456-4559 www.ijbmm.com International Journal of Business Marketing and Management (IJBMM) Page 36 The Influence of Service Quality, Group References And Facilities On School Selecting Decision Dendi Anggi Gumilang 1 , Sri Mulyati 2 1 Lecturer, Mercubuana University, Indonesia 2 Alumni, Mercubuana University, Indonesia ABSTRACT: The purpose of this study is to determine the significance of the effect of service quality, reference groups and facilities on decision making. The study is conducted by survey, the number of samples in this study are 125 respondents. The research method used in this study is descriptive analysis method. Data analysis techniques used are correlation analysis techniques and multiple linear regression analysis techniques. Correlation analysis techniques to determine the relationship between variables, while multiple linear regression analysis techniques to determine how much influence the independent variable has on the dependent variable. The software used to process and analyze data from this study is SPSS version 24.0. The results show that the variable conditions of service quality, group reference and facilities, have an impact on selecting decision in either category, as well as the simultaneous influence, that is, what if the decision to choose is affected by the service quality, reference groups and facilities simultaneously or simultaneously KEYWORDS: Service Quality, Group Reference, Facilities, Selecting Decision I. INTRODUCTION The current condition is the opportunity for students to register in private high school/vocational/MA in Tangerang is 7.05%. It is the phenomenon that makes competition in each school increasingly fierce and leads to fierce competition in fighting over the "niche" of students whose numbers are increasingly limited. This increasingly strong competition will actually not be a big problem for senior high schools that are in fact state- owned or public schools. Public schools are not troubled by the obligation to promote to attract students. Students will come alone on the date specified at the beginning of each school year. This is certainly in contrast to private high schools. Throughout the year, private high schools strive to continue to capture and maintain the number of students. There was a decrease in the number of students in the 2017/2018 school year by 3.68%, this was also reinforced by the decrease in the number of purchase forms in the 2017/2018 school year by 15.06%. The large number of SMKs in the city of Tangerang can be ascertained that parents and prospective students can easily choose a school that suits their desires. Therefore school management must make attractive offers in order to remain the choice of parents and prospective students, of course accompanied by maximum marketing. But on the other hand the school must also provide good service so as to give satisfaction to students. According to Gyamfi (2016) programs and processes are the main factors influencing student selection of schools, Patel (2012), facilities, reference groups, programs, "brand image", and location are the influencing factors. On the other hand, programs, environment, distance, lecturer competencies, accreditation, facilities, student-staff relations, and flexible lecture schedules are factors that influence students in choosing education (Fosu and Poku, 2014). Butt (2010) suggested that teacher expertise, programs, environment and facilities are factors that influence student satisfaction. II. LITERATURE REVIEW Service Quality, Parasuraman in Khan (2010), put forward 5 dimensions in determining service quality, which are as follows: 1) Reliability, the ability to provide services in accordance with the promises offered.