The antecedents of Indonesian Soloraya Students Choosing Private Universities

  • Arif Julianto Sri Nugroho Universitas Widya Dharma
  • Haris Abdul Universitas Widya Dharma
  • Setyawanti Dandang Universitas Widya Dharma
  • Tasari Tasari Universitas Widya Dharma
  • FS Anna Universitas Widya Dharma
  • Nugroho Jati Agung Universitas Widya Dharma
  • Marjukah Anis Universitas Widya Dharma
Keywords: Factor Analysis, Private University, Quality, Student selection


This study aimed at examining the factors that influence students' decisions to choose private universities in the Soloraya region including image dimensions and accreditation status, costs and scholarships, human resource factor, physical evidence, motivation and group factors. The novelty of the research modifies the model on medium-sized private universities in Soloraya. The research population is all students at five private universities in the Soloraya region. Respondent objects as a sample consists of 120 students in the early and middle semesters of study. The research method was carried out using a survey through a quantitative approach to collect data from respondents through a closed questionnaire. The sampling technique used is non-probability sampling with accidental sampling type. Quantitative test used factor analysis. The test results provide the results of the dimensions of image and accreditation status, costs and scholarships, human resource factor, physical evidence, motivation and groups have a role in motivating students to choose study programs at private universities. Dimension tests of factor analysis in the form of image factors and accreditation status, fees and scholarships are the dominant factors as variables because they have initial eigenvalues ​​and extraction sums of squared loading greater than the other dimensions

Author Biographies

Haris Abdul, Universitas Widya Dharma


Setyawanti Dandang, Universitas Widya Dharma


Tasari Tasari, Universitas Widya Dharma


FS Anna, Universitas Widya Dharma


Nugroho Jati Agung, Universitas Widya Dharma


Marjukah Anis, Universitas Widya Dharma



Cronin, J. J., & Taylor, S. A. (2002). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 6, 55–68.
Dennis, C., Papagiannidis, S., Alamanos, E., & Bourlakis, M. (2016). The Role of Brand Attachment Strength in Higher Education. Journal of Business Research, 69, 3049–3057.
Gronroos. (2004). A Service quality Model and its marketing Implication. Europe Journal Marketing, 18(4), 36–44.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. . (2019). Multivariate Data Analysis. (8th ed.). New Jersey: Prentice Hall International Inc.
Haniarti, Hakzah, & Primus, A. (2020). Pendidikan Tinggi di Masa Pandemi: Tantangan dan Strategi. Antologi Pemikiran Dosen APTISI Ajatappareng mendorong PTS Tangguh. Makassar: De La Macca.
Kholifah, N., Kurdi, M. S., Nurtanto, M., Muttohhari, F., Fawaid, M., & Subramaniam, T. S. (2023). The Role of Teacher Self-Efficacy on the Intructional Quality in 21st century: A Study on Vocational Teachers Indonesia. International Journalof Evaluation and Research in Education ( IJERE), 12(2), 998–1006.
Kinanti, E. S., Ritchi, H., & Handoyo, S. (2020). Factor Analysis of Service Perfomance in Higher Education Intitutions. Journal of Accounting Auditing and Business, 3(1), 1–13.
Kotler, P. (2009). Marketing Management: Analysis, Planning, Implementation, and Control (13th ed.). New Jersey: Prentice Hall, Inc.
Marwata. (2009). Eksistensi Perguruan Tinggi Swasta. Retrieved from
Mutia, A. (2022). Angka Partisipasi Kasar Perguruan Tinggi di Asia Tenggara 2020. Retrieved from Layanan Konsumen dan Konsumen website:
Nursito, S., & A.J.S., N. (2013). Model Empiris Student-Based University Reputation Terintegrasi sebagai Strategi Mencapai Keungglan Kompetitif PTS. Proceeding Seminar Nasional Dan Call for Paper Sancall, 67–75.
Pardiyono, R., & Puspita, H. D. (2021). Studi tentang Faktor Dominan dalam Pemilihan Perguruan Tinggi Swasta. Jurnal Idaarah, 2(2), 279–289.
Santoso, S. (2007). SPSS: Statistik Parametrik. Jakarta: Elex Media.
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: a Skill Building Approach (7th ed.). New Jersey: John Willey and Sons.
Sung, M., & Yang, S. U. (2009). Student University Relationships and Reputation: a Study of the Links between Key Factors Fostering Students, Supportive Behavioral Intentions towards their University. Higher Education, 57, 787–811.
Widiastuti, E. (2022). Student’s Decision to Choose University: Building Brand Image. Proceeding International Conference on Economic Business Management and Accounting (ICOEMA), 715–726.
How to Cite
Sri Nugroho, A. J., Abdul, H., Dandang, S., Tasari, T., Anna, F., Agung, N. J., & Anis, M. (2023). The antecedents of Indonesian Soloraya Students Choosing Private Universities . Asian Journal of Management, Entrepreneurship and Social Science, 3(04), 429-444. Retrieved from