Education costs and college image as the determinants of choosing a college
Dedy Ansari Harahap*1), Ratih Tresnati2), Luthfi Nurwandi3), Erwin Harahap4), Dita Amanah5)

1,2)Fakultas Ekonomi dan Bisnis Universitas Islam Bandung,
3)Fakultas Teknik Universitas Islam Bandung,
4)FMIPA Universitas Bandung,
5)Fakultas Ekonomi Universitas Negeri Medan,
*1)dedyansari[at]gmail.com

Abstract

This study aims to analyze the effect of the cost of education and the image of the university on students^ decisions to choose higher education institutions. This study uses a quantitative approach with an explanatory research type. The research sample consisted of 388 respondents and was statistically processed using multiple linear regression analysis. The results showed that the cost of education and the image of the university influenced the student^s decision to choose a tertiary institution. These findings suggest that higher education institutions must determine competitive tuition fees and the image they shape. Several studies have shown that in general the cost of education and the image of a university is a consideration for students choosing a university. It is important for institutions in the management of these two things to attract students to choose certain universities.

Keywords: Higher Education, Education Cost, University Image, Student Decision

Topic: Marketing and Fintech in Terms of Islamic Perspective