Abstract
The commercialization of higher education through the concept of Perguruan Tinggi Negeri Berbadan Hukum (PTN-BH) has led the higher competition among State University and Private University. It becomes a threat and challenge faced by State University in recruiting new students. A clearer understanding of why and how students choose universities is needed to develop the brand awareness enhancement strategies of State University. This paper aims to identify the factors that influence student’s decision of university choice, without regarding the individual aspects. The Deplhi technique is used at the stage of information gathering, in which four experts from higher education were being interviewed. The combination of HEdPERF dimensions and brand awareness indicators were used to develop the variables. The pilot study done through the sample of 1st-year undergraduate students enrolled in the Top 8 State Universities in Indonesia for the validation test using SPSS 16.0. This findings result that there are six factors in choosing higher education, including academics, facilities, campus life, reputation, industry linkage and access. The test and evaluations result that from 28 items proposed, there are 23 items that can be considered as the student’s decision in their choice of State University.
Highlights
Higher education in Indonesia has grown rapidly, which was only demanded by 200 students in the post-World War II, reaching 4,3 million students that spread over 83 (2.7%) State Universities and 2987 (97.3%) Private Universities
The number of Private University in Indonesia is much higher than the State University, the enthusiasts of State University continues to increase every year
In Indonesia, based on UU No 12 Tahun 2012, the govenrment has organized a new concept of higher education that called as Perguruan Tinggi Negeri Berbadan Hukum (PTN-BH), in which State University has more autonomy at self-regulate, or given an independency at managing three aspects of business, including finance, infrastructure and employment
Summary
Higher education in Indonesia has grown rapidly, which was only demanded by 200 students in the post-World War II, reaching 4,3 million students that spread over 83 (2.7%) State Universities and 2987 (97.3%) Private Universities. The number of Private University in Indonesia is much higher than the State University, the enthusiasts of State University continues to increase every year. In 2015, the number of prospective students that interest in State University increased 5 to 10 times. In Indonesia, based on UU No 12 Tahun 2012, the govenrment has organized a new concept of higher education that called as Perguruan Tinggi Negeri Berbadan Hukum (PTN-BH), in which State University has more autonomy at self-regulate, or given an independency at managing three aspects of business, including finance, infrastructure and employment
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