EXPLORING THE FACTORS SHAPING STUDENT CHOICES IN HIGHER EDUCATION PROGRAMS

Abstract

Understanding the evolving dynamics of student behavior in program selection, influenced by economic, socio-cultural, technological factors, and family influences, is of utmost importance. This study aims to explore the factors that shape students' decision-making when it comes to choosing a college. A purposive sampling method was employed, gathering responses from 53 students hailing from Morotai Island, North Maluku. The study utilized the Partial Least Square statistical analysis technique with the assistance of SmartPLS software. The findings of this research highlight that among the factors affecting decision-making, such as marketing communication, personal factors, and socio-cultural aspects, personal factors exert the most significant influence on student decision-making. This result emphasizes the significance of tailoring educational offerings to align with individual preferences and needs.