Abstract
This study aimed to analyze and discover the factors influencing students' decision- making when choosing Boarding House Services at Cokroaminoto, Kota Timur, Gorontalo City. The approach used in this study was qualitative, using descriptive qualitative methods. The data in this study were collected using interviews, observation, and documentation. Moreover, the data was analyzed using data reduction to present data and conclusions. The study results showed five factors in making decisions: recognizing needs, searching for information, evaluating alternatives, purchasing decisions, and post- purchase evaluation. Similarly, five factors influenced students' decision-making when choosing Boarding House Services at Cokroaminoto, Kota Timur, Gorontalo City. The factors were location, price, facility, environmental, and security. These five factors greatly influenced students' decision-making when choosing Boarding House Services. However, the location was the most dominant factor that determined the students' decision to choose Boarding House Services.
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