Adelina Proboyo, Ricky Soedarsono


Nowadays, tertiary education has taken more important role for Indonesian people. The growing number of tertiary education enrollment rate accompanied by the increasing number of higher education insitutions in Indonesia show that there is opportunity as well as threat for higher education insitutions in Indonesia. The purpose of this research is to know what factors influence the high school students in choosing their higher education institution. Specifically, this research wants to help one of the best private universities in Surabaya to improve its competitiveness compared to other higher education institutions. The respondents of the research are 426 students from several high schools in Surabaya. The analysis is done using descriptive statistics to find out which factors are the most significant ones. From the research, it is found out that the students’ interest, the ability to follow the courses, and the parents’ advice are the top three significant factors that influence the high school students in choosing their higher education institution. For the attributes of the institution, the reputation and the values of the institution as well as the success of its alumni are the top three factors that influence the decision in choosing the higher education institution.


higher education, personal interest, external influences, attributes of higher education insitution


Afful-Broni, A. & Noi-Okwei, C. (2010). Factors Influencing the Choice of Tertiary Education in a Subsaharan African University. Academic Leadership: The Online Journal. 8(2), 1–8.

Ancheh, K. S. B., Krishnan, A. & Nurtjahja, O. (2007). Evaluative Criteria for Selection of Private Universities and Colleges in Malaysia. Journal of International Management Studies, 2(1), 1–11.

Baharun, R (2002). A study of market segmentation in tertiary education for local public higher learning institutes. Malaysian Management Review. 37(1).

Bloching, Prof. Dr. B. & Posdorf, D. (2013). The RB Profiler. Roland Berger Strategy Consultants.

Briggs, S. (2006). An Exploratory Study of the Factors Influencing Undergraduate Student Choice: The Case of Higher Education in Scotland. Studies in Higher Education. 31(6), 705–722.

Burns, M. J. (2006). Factors Influencing The College Choice of African-American Students Admitted to The College of Agriculture, Food, and Natural Resources. University of Missouri–Columbia.

Cabrera, A. F. & La Nasa, S. M. (2000). Understanding the College-Choice Process. New Directions for Institutional Research. 107, 5–22

Ceja, M. (2001). Applying, Choosing, and Enrolling in Higher Education: Understanding the College Choice Process of First-Generation Chicana Students. University of California, Los Angeles.

Ceja, M. (2006). Understanding the Role of Parents and Siblings as Information Sources in the College Choice Process of Chicana Students. Journal of College Student Development. 47(1), 87–104.

Chapman, D. W. (1981). A Model of Student College Choice. Journal of Higher Education. 52 (5), 490–505.

Chapman, R. G. & Jackson, R. (1987). College Choices of Academically Able Students: The Influence of No-Need Financial Aid and Other Factors. Research Monograph No. 10. New York, NY: College Board Publications.

Christie, H., Munro, M., & Fisher, T. (2004). Leaving University early: exploring the differences bet-ween continuing and non continuing student. Studies in Higher Education. 29(5), 617–636.

Fizer, D. (2013). Factors Affecting Career Choices of College Students Enrolled in Agriculture. The University of Tennese, Martin.

Goenner, C. & Snaith, S. (2004). Assessing the Effects of Increased Admission Standards. College and University. 80(1), 29–34.

Hossler, D., Schmidt, J. & Vesper, N. (1999). Going to College: How Social, Economic and Educational Factors Influence the Decision Students Make. Baltimore, MD, The Johns Hopkins University Press.

Ministry of Education and Culture. (2012). Indonesia Educational Statistics in Brief 2011/2012.

Irwin, J. V. (2008). The Influence of Self-Efficacy on the College Choice Process: A Comparative Study of Private Four-Year University, Public Four-Year University, and Community College Students. American University.

Islamic University of Indragiri. (n.d.) Perkembangan Jumlah Perguruan Tinggi. Retrieved January 9, 2015, from

Ismail, N., et al. (2009). Determining Mediating Effect of Information Satisfaction on International Students’ College Choice: Empirical Evidence in Malaysia’s University. International Journal of Scientific Research in Education (IJSRE). 3(1), 51–63.

Kaze, V. (2010). The Impact of Customer Values on Purchasing Behaviour: A Case of Latvian Insu-rance Market. Economics and Management, 15.

Kim, D. O. & Schneider, B. (2005). Social Capital in Action: Alignment of Parental Support in Adolescents’ Transition to Postsecondary Educa-tion. Social Forbes. 84(2), 1181–1206.

Kopertis Wilayah XII Maluku and North Maluku. 7 February 2013. Peringkat Perguruan Tinggi Indonesia Versi Webometrics Edisi Januari 2013. Retrieved December 12, 2014, from

Kopertis Wilayah XII Maluku and North Maluku. 16 August 2013. Peringkat Perguruan Tinggi Indo-nesia Versi Webometrics Edisi Juli 2013. Retriev-ed December 12, 2014, from http://www.

Kopertis Wilayah XII Maluku and North Maluku. 12 February 2014. Peringkat Perguruan Tinggi Indonesia Versi Webometrics Edisi Januari 2014. Retrieved December 12, 2014, from

Kopertis Wilayah XII Maluku and North Maluku. 11 August 2014. Peringkat Perguruan Tinggi Indonesia Versi Webometrics Edisi Juli 2014. Retrieved December 12, 2014, from http://www.

Kusumawati, A., Yanamandram, V. K., & Perera, N. (2010). Exploring Student Choice Criteria for Selecting an Indonesian Public University: A Preliminary Finding. ANZMAC 2010 Doctoral Colloquium (pp. 1-27). Christchurch, New Zealand: ANZMAC

Mahani, S., & Molki, A. (2011). Factors influencing female Emirati students' decision to study engineering. Global Journal of Engineering Education. 13(1), 26-31.

Manski, C. F. & Wise, D. A. (1983). College Choice in America. Cambridge, MA: Harvard University Press.

McInnis, C., James, R., & Hartley, R. (2000). Trends in first year experience. Evaluation and investigation program, Higher Education Division on 00/6. Canberra: Department of Education, Training and Youth Fair.

Ming, J. S. K. (2010). A Model of Higher Education Institutions Choice in Malaysia - A Conceptual Approach. Curtin University of Technology (Sarawak Campus).

Misran, N., et al. (2012). Malaysia Matriculation Student’s Factors in Choosing University and Undergraduate Program. Asian Social Science. 8(16).

Moogan, Y. J. & Baron, S. (2003). An Analysis of Student Characteristics Within the Student Deci-sion Making Process. Journal of Further and Higher Education. 27(3). 271–287.

Munir, S. (2014, May 29). Jokowi Tekankan Penting-nya Perbaikan Kualitas Pendidikan. Sindonews. com. Retrieved January 9, 2015, from http://

Mustapha, R., & Long, N. L. (2010). Career decision process among women in technical fields. Paper presented at the 1st International Conference on Technical and Vocational Education and Trai-ning, 10-11 November, in Bandung.

Pangkalan Data Pendidikan Tinggi Direktorat Jenderal Pendidikan Tinggi (PDDIKTI). (n.d.). Grafik Jumlah Perguruan Tinggi. Retrieved January 9, 2015, from

Pentingnya Pendidikan di Indonesia. (2014, August 25). Kompasiana.

Schoenherr, H. J. (2009). Beyond academic repute-tion: Factors that influence the college of first choice for high achieving students. University of South Florida.

Sevier, R.A. (1997). Major trends affecting higher education. Presentation conducted at the Sym-posium for the Marketing of Higher Education, Boston, MA.

Seymour, E., & Hewitt, N. M. (1997). Talking about leaving: Why undergraduates leave the sciences. Boulder. CO: Westview Press. (n.d.). Pendidikan. Retrieved July 14, 2015, from

UNESCO Institute for Statistics. (n.d.) School enrollment, tertiary (% gross). Retrieved March 11, 2015, from

Yiv, C. & Secombe, M. J. (1999). Cambodian students and motivation to participate in higher education. Education and Society, 17(2), 85–98.

Wiese, M., van Heerden, N., Jordaan, Y., & North, E. (2009). A Marketing Perspective on Choice Factors Considered by South African First Year Students in Selecting a Higher Education Insti-tution. Southern African Business Review, 13(1), 39–60.

Full Text: PDF

Copyright © Research Center Web-Dev Team