Factors Affecting Students’ Decision to Choose a Public University of Business Administration Majors in Ho Chi Minh City

Abstract

The study identifies and measures the influence of factors on students’ decision to choose a public university of business administration majors in Ho Chi Minh City. A sample size is 350 responses obtained through surveying first and second year students majoring in business administration. The study uses Cronbach's Alpha, EFA, CFA and OLS test methods to test the suitability of the proposed research model using SPSS 20,0 software. The analysis results show that there are six groups of factors affecting students' decision to choose a public university with decreasing levels as follows: (1) Communication channels; (2) Characteristics of the university; (3) Personal characteristics; (4) Career opportunities; (5) Objects of reference; (6) Attractiveness of the field of study. From the research results, the author proposes some managerial implications to improve the efficiency of enrollment activities of universities.