Decision to Choose a Private University of New Students in Ho Chi Minh City

Abstract

The total number of university admission wishes that candidates nationwide register for each year is always over 3 million wishes, but in almost no year in the period of 2021 - 2024, the enrollment target is not enough to meet the number of registrations. The decrease in the number of candidates participating in university admission not only affects the human resources for society but also makes it difficult for schools to maintain operations and develop. With qualitative and quantitative research methods, it is convenient to survey 224 new students of universities: Ho Chi Minh City University of Technology, Ho Chi Minh City University of Economics and Finance, Hoa Sen University, Van Lang University. The results of testing using PLS Smart SEM software show that the factors of Geographical location, Communication, Support, Tuition, Internship opportunities, Brand, Personal characteristics have an impact on the decision to choose a school through the intermediary factor of Trust. From there, some management implications are proposed for managers of private universities in Ho Chi Minh City to achieve high efficiency in enrollment activities.