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Like any other business institution, a higher education institution needs to understand its customer needs and wants in order to remain competitive and survive among higher education providers. Extant literature has probed the importance of student choice criteria as the decision is crucial on an individual’s future life. Although studies on student choice criteria have been carried out, none have addressed these in an Indonesian context. This paper aims to explore the factors that influence student choice in the selection of an Indonesian Public University. Qualitative research through semi-structured interviews was carried out with 48 first-year undergraduate students in five Indonesian public universities in the two most populated regions. Preliminary results indicate that students considered 25 criteria for selecting an Indonesian public university. The five most important factors are cost, reputation, proximity, job prospect and parents. The findings imply that the factor mentioned by Indonesian students might be unique to Indonesia higher education context. By determining what is important to students when they choose universities, this current study will help universities to promote their institutions and to have a greater knowledge about the underlying motivations of students for furthering study in higher education. Limitations of the study are discussed and future research direction is provided.
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Stored only when both papers are in the corpus — 46 citations exist upstream.
Papers that cite the same references — the relational fallback while embeddings are still backfilling.
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