Abstract
This study examines predictors of parents' enrollment decisions in a private university in Toledo City, Cebu, using the Theory of Planned Behavior (TPB) as its framework. The TPB posits attitude, subjective norms, and perceived behavioral control as key determinants of behavioral intention. Employing a quantitative-correlational design, data from 313 parent-respondents were collected via a reliable questionnaire (Cronbach's Alpha = 0.89). Regression analysis showed subjective norms, especially family influence, as the strongest predictor (β = 0.492, p < 0.001), aligning with collectivist Filipino culture, in which familial guidance shapes choices. Factors like academic reputation, faculty quality, peer influence, accessibility, financial aid, and enrollment process had no significant effects, highlighting the novelty of subjective norms outweighing attitudes and control beliefs in this context. Theoretically, this affirms TPB's adaptability to cultural settings; practically, it supports family-centered marketing strategies such as testimonials and referral programs. Limitations include the correlational design and focus on one institution, suggesting caution in generalizing findings.
