ABSTRACT
This study aims to explain the phenomenon of marketization of Islamic-based elementary schools in Indonesia. The increase in new students in Islamic-based primary schools is often linked to the religious awareness and religious attitudes of parents. So an investigation was carried out regarding the religious considerations of parents. This refers to the context in which a person's religious beliefs can influence the decision-making process; related to ethics and morals, attitudes and values. Qualitative methodology with a case study approach is used to explore phenomena by involving parents who have different opinions. The informants obtained from the investigation results were about 29 participants. Among others, a total of 24 parents and 4 supporting informants: 1 religious teacher (ustad), 1 elementary school teacher, and 1 member of the Ministry of Religious Affairs, and 1 member of the Ministry of Education and Culture. Based on the results of the investigation, religious parents emphasized a more conscious attitude towards the importance of religious knowledge for their children, with the proposition: investment in the afterlife. In addition, strong considerations refer more to moral education than academic achievement. This study takes a new perspective on the marketization of faith-based elementary schools integrated with parental religiosity.
