FACTORS AFFECTING STUDENTS’ CHOICE OF UNIVERSITY: AN EXPLORATORY STUDY ON STUDENTS FROM MEKONG DELTA STUDYING IN DONG THAP UNIVERSITY

Abstract

The factors affecting prospective students’ decision to choose a university are very important and are especially concerned by higher education institutions. This study aims at studying the factors affecting the decision to choose a university by the students from Mekong delta who are studying at Dong Thap University (DThU). Sample size of this research is 1663 students who were first-year, second-year, third-year, fourth-year students and come from 13 provinces in the region. By using quantitative research methods through popular statistics calculation such as exploratory factor analysis (EFA), correlation analysis, especially linear regression analysis, the study identified five factors that had a positive influence on students' decision to choose a university. Specifically, the factor of job opportunities had the strongest influence on a student's decision, followed by the university’s reputation and characteristics, advice from reference group, university’s communication activities with its prospective students, while the lowest influence was the students’ personal characteristics.