Factors affecting on rational choice of students in Muslim Nusantara Al-Washliyah University

  • Hardi Mulyono Muslim Nusantara Al-Washliyah University, Medan, Indonesia
  • Arief Hadian Muslim Nusantara Al-Washliyah University, Medan, Indonesia
Keywords: facility, fee, rational choice, students, tuition


This research is quantitative research. This study aims to find out the factors that most influence the choice of students in choosing Muslim Nusantara Al-Washliyah University. The location of this study was conducted at Muslim Nusantara Al-Washliyah University conducted in August 2019 to December 2019. The results of this study produced six factors that influenced the choice of students in choosing Muslim Nusantara Al-Washliyah University, the most influencing factor or the first factor is the completeness factor of facilities and tuition fees, the second factor is the image of the campus, students activities, and scholarships, the third factor is academic factors and costs, fourth is the factor of study programs and future careers, the fifth factor is the internship and academic factors, the sixth factor of the alliance. This study is only able to analyze the existing factors of 63.134%, the remaining 36.866% are factors that have not been studied in this study, this study produced six factors that influence the first and main factors are the completeness of facilities and tuition fees.


Download data is not yet available.


Angulo, F., Pergelova, A., & Rialp, J. (2010). A market segmentation approach for higher education based on rational and emotional factors. Journal of Marketing for Higher Education, 20(1), 1-17. https://doi.org/10.1080/08841241003788029

Berbegal-Mirabent, J., Llach, J., Marimon, F., & Mas-Machuca, M. (2016). Analysing the determinants of students’ loyalty in the higher education context: the Catalan University system case. Investigaciones de Economía de la Educación volume 11, 11, 45-58.

Billaiya, R., Malaiya, S., & Parihar, K. S. (2017). Impact of socio economic trends on students in quality education system. International Journal of Social Sciences and Humanities, 1(1), 16-20. https://doi.org/10.29332/ijssh.v1n1.10

Callender, C., & Dougherty, K. (2018). Student choice in higher education—reducing or reproducing social inequalities?. Social Sciences, 7(10), 189. https://doi.org/10.3390/socsci7100189

DesJardins, S. L., & Toutkoushian, R. K. (2005). Are students really rational? The development of rational thought and its application to student choice. In Higher education: Handbook of theory and research (pp. 191-240). Springer, Dordrecht.

Diamond, A., Vorley, T., Roberts, J., & Jones, S. (2012). Behavioural approaches to understanding student choice. The National Union of Students and the Higher Education Academy, York, available at: www. heacademy. ac. uk/assets/documents/research/Student_Choice. pdf.

Fernandez, J. L. (2010). An exploratory study of factors influencing the decision of students to study at universiti sains malaysia. Kajian Malaysia: Journal of Malaysian Studies, 28(2).

Gausdal, L. (2015). Degrees of choice?. New Vistas, 1(1), 10-14.

Ghozali, I. (2018). Aplikasi analisis multivariete dengan program IBM SPSS 23.

Heller, D. E. (1997). Student price response in higher education: An update to Leslie and Brinkman. The Journal of Higher Education, 68(6), 624-659. https://doi.org/10.1080/00221546.1997.11779004

Herrnstein, R. J. (1990). Rational choice theory: Necessary but not sufficient. American Psychologist, 45(3), 356. https://psycnet.apa.org/doi/10.1037/0003-066X.45.3.356

Iloh, C., & Tierney, W. G. (2014). Understanding for-profit college and community college choice through rational choice. Teachers College Record, 116(8), 1-34.

Kusumawati, A. (2013). A qualitative study of the factors influencing student choice: The case of public university in Indonesia. Journal of Basic and applied scientific research, 3(1), 314-327.

Maniu, I., & Maniu, G. C. (2014). Educational marketing: factors influencing the selection of a university. sea: Practical Application of Science, 2(3).

Rogers, G., Finley, D. S., & Patterson, M. (2006). Transformation in higher education: a learner–needs segmentation leads to improved learner satisfaction. Teaching in higher education, 11(4), 401-411. https://doi.org/10.1080/13562510600874110

Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., & Polegato, R. (2014). Consumer behavior: Buying, having, and being (Vol. 10). Toronto, Canada: Pearson.

Thomas, S. (2011). What drives student loyalty in universities: An empirical model from India. International Business Research, 4(2), 183. https://doi.org/10.5539/ibr.v4n2p183

Ulen, T. S. (1999). Rational choice theory in law and economics. Encyclopedia of law and economics, 1, 790-818.

How to Cite
Mulyono, H., & Hadian, A. (2019). Factors affecting on rational choice of students in Muslim Nusantara Al-Washliyah University. International Research Journal of Management, IT and Social Sciences, 6(5), 40-52. https://doi.org/10.21744/irjmis.v6n5.692