Indonesian’s parent consideration: The decision about private university choice for their children

Abstract

This scientific article results from research based on what factors are considered by parents in choosing private universities in Indonesia. This research is a quantitative study using a survey method. Data were analyzed using Factor Analysis. The steps in this research begin with a literature study, determining variables and indicators. Researchers collected data by distributing questionnaires that were presented by existing facts, organized and systematic. Based on factor analysis through statistical tests, it shows several factors that are considered by parents in choosing private universities, namely academic (product), promotion, registration and lecture processes, tuition fees (economy), campus location, and lecturer reputation. Based on the level of importance of the factors, it is known that promotion and product (academic) factors are the main variables on which parents choose private universities for their children; The next factor is the registration process and the learning process.