Determinants of Students' Decisions in Choosing a College: The Role of Institutional Promotion and Perception of Education Costs at the Keling Kumang Institute of Technology, Sekadau
Abstract
This study aims to analyze the determinants of students' decisions in choosing a university by focusing on the role of institutional promotion and perceptions of educational costs at the Keling Kumang Institute of Technology. This study uses a quantitative approach with a survey method. The study population was 720 students, with a sample of 88 respondents determined using the Slovin formula with a proportionate stratified random sampling technique. Data were collected through questionnaires and analyzed using statistical analysis with the help of the Statistical Package for the Social Sciences (SPSS). The results of the multiple linear regression analysis indicate that institutional promotion has a positive and significant effect on students' decisions in choosing a higher education institution. Similarly, perceptions of educational costs also showed a positive and significant influence on student decisions. These findings suggest that effective promotional strategies and affordable educational costs play a crucial role in attracting prospective students to higher education institutions. Therefore, universities are advised to strengthen their marketing communication strategies and maintain transparent and competitive educational cost policies to increase student enrollment.
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Copyright (c) 2026 Riska Juliarsih, Anisa Safitri, Veronika Lidia
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EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
