FACTORS INFLUENCING STUDENT INTENTION TO ENROLL PRIVATE HIGHER EDUCATION INSTITUTION

Abstract

A large number of Higher Education in Indonesia, competition among HEI in Indonesia is getting tighter, especially Private HEI. However, the majority of studies related to factors that influence student Intention to enroll in Private HEI are limited and only focused on a few factors. Consequently, topics related to factors influencing Intention to enroll in Private HEI had so far been under-researched. By focusing on this issue, the researchers conducted research to determine the factors that influence Intention to enroll in Private HEI by considering the role of Attitude toward Private HEI as a mediating variable. The researcher used a quantitative descriptive research method using SmartPLS to analyze data with a total of 237 grade 12th senior high school students all over Indonesia. Quantitative descriptive analysis is done by using SmartPLS 3.2.8. The finding from this research showed that Subjective Norm, Perceived Behavioral Control, Digital Marketing, and Institutional Characteristics, have a direct and indirect effect of positive influence on Intention to enroll in Private HEI. Reputation and Campus Facilities, both directly and indirectly, have no significant effect on Intention to enroll in Private HEI. Hence, the findings of the direct and indirect effects in this study also show that Attitude as mediating role, has a significant effect toward intention to enroll in Private HEI.