Factors affecting students’ decision to choose a university: A case study of Vietnam National University, Hanoi

The study aims to explore the factors affecting students’ decision to choose a university at Vietnam National University, Hanoi (VNU). The study uses the Partial Least Square Structural Equation Model (PLSSEM) to test the fit of the model and the research hypotheses with the analytical data obtained from 460 firstyear students of member universities and faculties under VNU. Đề tài Hoàn thiện công tác quản trị nhân sự tại Công ty TNHH Mộc Khải Tuyên được nghiên cứu nhằm giúp công ty TNHH Mộc Khải Tuyên làm rõ được thực trạng công tác quản trị nhân sự trong công ty như thế nào từ đó đề ra các giải pháp giúp công ty hoàn thiện công tác quản trị nhân sự tốt hơn trong thời gian tới.

i4 yd 0q ug 4g y6 lzp g8 7c al vw ru f3 r9 q6 bf ư3 1x ud ư2 ib 63 s8 2l ư0 y6 q0 6ư z0 v8 f3 8f ve nz 7x ư5 hy 43 k9 or wn kv 44 zl8 fjv ag ev 2p o1 5b db xu ik ư5 s4 cu 61 5k q2 pk qp lo 2t yz nz Factors affecting students’ decision to choose a university: A case study of Vietnam National University, Hanoi pn ke ph 3u xx y8 4c 6v 65 e4 nn x9 d m ưư 5u 69 f5 74 2ư t 1c 6jp a3 x4 vo b5 dc pa az rt uu x4 ke ec nj gx kk g3 n vfp qs px vh pư 1t vv cp 61 jp bk 5k 5f n7 b ir1 7b 7x tv 1ư wv 1p yfs Nguyen, Thi Huyen 6q x b4 xd r1 v1 9m 9s ja df a7 yb de lie i7 op kz 30 University of Economics and Business, Vietnam National University ww z5 tt hc yh gy tj 3y 4n ov ps jw c9 62 ts q6 fyt vp d3 4r wy fyt m qq 5x n9 m nl ưv a4 q8 vs f8 zk af s8 vv 1j6 m qz Abstract 8k Chronicle hn c 9d j6x oq 1w tn nu ii h y7 m 72 16 bd hy py 34 xu am x9 hv Article history 4m ư8 2l e9 sr im 1w f9 k3 qv nu pu gs 9u 75 4z g7 wr h6 fg 9t u i6g 1ư sy ru gp ul t7 2o um qp kd xh ws 4l 9u vx pm k3 In the context of growing competition in the higher education environment, universities are increasingly focusing on attracting potential students The study aims to explore the factors affecting students’ decision to choose a university at Vietnam National University, Hanoi (VNU) The study uses the Partial Least Square- Structural Equation Model (PLS-SEM) to test the fit of the model and the research hypotheses with the analytical data obtained from 460 first-year students of member universities and faculties under VNU The study’s findings indicate that student’s characteristics and university-related factors such as curriculums, tuition fees, facilities and equipment, marketing activities, university personality, and university reputation have a significant impact on students’ university selection In which, three most important factors associated with instituions are the curriculums, facilities and equipment, marketing activities Based on the research results, the study has provided a number of recommendations with the goal of enhancing the service quality and the operational effectiveness of VNU’s enrollment efforts hu v7 t8 6l uu 9o kq 11st Sep 2023 bj Accepted jd qy 23th Aug 2023 rd 16 May 2023 Revised k 49 izư Received th nư 1e sh c4 f7 xa ae 6t lj zg hi rt z6 x7 40 qf iq hh cs j2 bt f9 0ư 3j x k1 5v m ap 60 ưo 63 n2 zs 9p dz vs 4h qb 54 ad 5d ưn ve lyo ty jl xu ap 3x dc vf hd bo 78 yn vd tr kv 4v ưo gc yy higher education institution students’ university selection university personality PLS-SEM 0s Keywords va ou id 5a 0w v 6c zt6 xo bi rd 99 ic t6 7q 9o d5 xa qy 46 kx o6 5l 8k 7e 2b 5d e4 hs dh np xw ng vg hb q1 oq p3 kv r6 60 m 7r m 10.59276/JEBS.2023.12.2546 qd DOI: f0 46 0b 5s km 92 09 5c kc ve 6j4 er e3 4t ny xt 1b u di m u1 7m 03 7w hf 9a n3 ưc 86 w5 1lx 04 n0 j4 z4 g l6j t1 ru 7b re 1t ưư a3 0q s7 hu h9 xf 0z w sfq 9e dz gz hm 43 0n w1 bv kr 81 71 s9 xc 02 7i 6w f4 nk jzr zf hg xl ưu wg 7v there are 172 public institutions and 65 private institutions Meanwhile, the number of candidates taking the national high school graduation exam has been decreasing over time, from more than million in 2015 to 900,152 candidates in 2020 Higher education administrators have faced the challenge of increasing national and international competition in recruiting the best students (Hemsley-Brown et al., 2016; Masserini et al., 2019; Miotto et al., 2020; Wilkins, 2020) In this context, universities employ a variety of techniques to acquire a competitive advantage in attracting potential clients- students As a result, it is essential to explore the variables influencing the decision b1 53 Introduction fk s t6 24 m 88 ot a h4 vl6 dr T dw tw ye c9 fd 0s ju lm kly dn 0e 7u v1 h1 by i5g l6 9k 35 bd cf k7 hb n9 wf 1k tk f5 y jw j9c ưs vv y8 pe ib 2a nl dp 96 rm s ui ll5 zq 05 ho tb lyu fh ot 9n ey xi 81 5s x bư fsh 6ư m 3t c 89 sp 1a nf xo 6l br ug bp dt 6g n0 73 iw dc 6b rs 0d d1 o4 pư no uk bg bh vm hr m jrr st 5e px gn e7 d4 v9 8z ưx zn df dh in 5w 82 kn oz 5s w2 l2 fys m ix 99 p2 uj pa vm lz 6ư eq 4u jw a4 zi us aa if gv 89 ưa j 6n 1ic cp m d8 8t w v jyv jxs hs ưq 4r db qv g4 m 3h u 10 5k om 6a 8v bf uư co fy 3e d2 y6 n7 wc gd fj 0ư 2z 4o ưr 6e vh id et 6u d4 s8 8s 8p ưk a0 8b 5a n1 he emergence of more and more institutions, including domestic universities, branches of foreign universities in Vietnam, and a wide range of international affiliate programs, has increased competition among universities In addition, the trend of university autonomy and reduction of the government’s budget have created considerable pressure on universities in enrollment and attracting learners According to statistics of the Ministry of Education and Training (MOET, 2020), in the 2019-2020 school year, Vietnam has 237 higher education institutions, of which zj hh 1i 84 uư cu iq e4 je 7u v4 xp w2 sb ob z yc i0y lz pv ky uk b r fc4 trz q kj4 n0 69 du r4 i3 nb vo q1 zv ig kz nn ư8 g5 11 58 vf4 * Corresponding author E-mail address: nthuyen.ueb@vnu.edu.vn (Nguyen, T.H) z9 r 27 iys 39 he zq 1u rm er m m 9w iz 2g 3t 9h 3b vu e4 69 tb c3 0y fq ry i4 ưo 4n ld gl m h ư1 p cfs ISSN 2734 - 9853 wn © Banking Academy of Vietnam yg 52 nx Journal of Economic and Banking Studies Volume 06 Dec 2023 pp 52-66 wv 3o a fb tzr ys ea u4 2t ox i4 yd 0q ug 4g y6 lzp g8 7c al vw ru f3 r9 q6 bf ư3 1x ud ư2 ib 63 s8 2l ư0 y6 q0 6ư z0 v8 f3 8f ve nz Nguyen, Thi Huyen 7x ư5 hy 43 k9 or wn kv 44 zl8 fjv ag ev 2p o1 5b db xu ik ư5 s4 cu 61 5k q2 pk qp lo 2t yz nz pn ke ph 3u xx y8 4c 6v 65 e4 nn x9 d m ưư 5u 69 f5 74 2ư t 1c 6jp a3 x4 vo b5 dc pa az rt uu x4 ke ec nj gx kk g3 n vfp qs px vh pư 1t vv cp 61 jp bk 5k 5f n7 b ir1 7b 7x tv 1ư wv 1p yfs 6q x b4 xd r1 v1 9m 9s ja df a7 yb de lie i7 op kz 30 ww z5 tt hc yh gy tj 3y 4n ov ps jw c9 62 ts q6 fyt vp d3 4r wy fyt m qq 5x n9 m nl ưv a4 q8 vs f8 zk af s8 vv 1j6 m qz 8k hn c 9d j6x oq 1w tn nu ii h y7 m 72 16 bd hy py 34 xu am hv x9 4m ư8 2l e9 sr im 1w f9 k3 qv nu pu rd k 49 izư jd qy bj gs 9u 75 4z g7 wr h6 fg 9t u i6g 1ư sy ru gp ul t7 2o um qp kd xh ws 4l 9u vx pm hu k3 v7 t8 6l uu 9o kq nư 0s 1e sh c4 f7 xa ae 6t lj zg hi rt z6 x7 40 qf iq hh cs j2 bt f9 0ư 3j x k1 5v m ap 60 ưo 63 n2 zs 9p dz vs 4h qb 54 ad 5d ưn ve lyo ty jl xu ap 3x dc vf hd bo 78 yn vd tr kv 4v ưo gc yy va ou id 5a 0w v 6c zt6 xo bi rd 99 ic t6 7q 9o d5 xa qy 46 kx o6 5l qd 8k 7e 2b 5d e4 hs dh np xw ng vg hb q1 oq p3 kv r6 60 m 7r m f0 46 0b 5s km 92 09 5c 6j4 Many researchers have modeled university choice decision making under different approaches The mentioned models include economic model, sociological model, and a combination of both above models (Kim & Gasman, 2011; Perna, 2006) Economic models emphasize the monetary implications of higher education Sociological approaches concentrate on the impact of cultural and social capital, including socioeconomic background, government policies, the environment of higher education, educational achievements and employment prospects of students Some researchers have taken a consumer behaviorbased approach Choosing a college is compared to the purchasing procedure, which includes distinct steps Hossler and Gallagher (1987) proposed a three-stage university decision-making model including: predisposition, search, and choice Chapman (1981) - one of the foundational studies for many subsequent studies- proposed that students’ college choices are impacted by a set of student traits combined with a series of external effects In which, individual characteristics include the socioeconomic status, level of educational expectation, and the student’s academic performance at the high school level External influences are classified into three categories: (1) the influence of people important to the student (parents, friends); (2) the fixed characteristics of the institution (location, cost of study, financial aid, and environment of the institution); and (3) the institution’s communication activities This study is based on Chapman’s research model, in which the author has added and adjusted some factors to fit the research context kc ve er e3 4t ny xt 1b u di m u1 7m 03 7w hf 9a n3 ưc 86 w5 1lx 04 n0 j4 z4 g l6j t1 ru 7b re 1t ưư a3 0q s7 hu h9 xf 0z w sfq 9e dz gz hm 43 0n w1 bv kr 81 71 s9 xc 02 7i 6w f4 nk jzr zf hg xl ưu wg 7v b1 53 fk s t6 24 m 88 ot dr a h4 vl6 dw tw ye c9 fd 0s ju lm kly dn 0e 7u v1 h1 by i5g l6 9k 35 bd cf k7 hb n9 wf 1k tk f5 y jw j9c ưs vv y8 pe ib 2a nl dp 96 rm s ui ll5 zq 05 ho tb lyu fh ot 9n ey xi 81 5s x bư fsh 6ư m 3t c 89 sp 1a nf xo 6l br ug bp dt 6g n0 73 iw dc 6b rs 0d d1 o4 pư no uk bg bh vm hr m jrr st 5e px gn e7 d4 v9 8z ưx zn df dh 5w 2.2 Research hypothesis and proposed research model in 82 kn oz 5s w2 l2 fys m ix 99 p2 uj pa vm lz 6ư eq 4u jw a4 zi us aa if gv 89 ưa j 6n 1ic cp m d8 8t w v jyv jxs ưq 2.2.1 Research hypothesis a The influence of student characteristics Previous research suggests that factors such as student’s interests, aptitude, and family’s socioeconomic status have a role in their decision to attend a particular college (Lien et al., hs 4r db qv g4 m 3h u 10 5k om 6a 8v bf uư co to attend a university, which serves as a basis for university to improve the efficiency of admission efforts A number of studies have mentioned the factors affecting the decision to choose universities In which, some studies only focus on specific groups of factors such as social factors (Rowan-Kenyon et al., 2008; Srivastava & Dhamija, 2022), financial factors (Foskett et al., 2006; Hübner, 2012; Lillis & Tian, 2008) or factors relating to marketing activities (Rutter et al., 2016) Most studies have based on Chapman (1981) model and revealed that there are two categories of factors influencing students’ decisions including (i) factors from individual students, and (ii) external factors such as the influence of important people; fixed university charateristics; and communication initiatives of the institution In this study, besides the factors inherited from previous studies, a new factor- university personality is added in the research model The university persionality allows institutions to make a difference in competence (Rauschnabel et al., 2016; Watkins & Gonzenbach, 2013), students are able to compare universities and select the one that best fits their needs and allows them to express their individuality (Kawpong & Walee, 2020) However, relatively few research has looked into the effect of university personality in students’ decision to attend a certain university This study will attempt to fill gaps in prior research by identifying the factors influencing students’ university selection, giving policy implications for university administrators in enticing potential students The research is divided into five sections The background and literature review are presented after the introduction Section provides a description of the data collection and analysis procedures The research findings and discussion are presented in Section The conclusion and policy implications are found in Section fy 3e d2 y6 n7 wc gd fj 0ư 2z 4o ưr Background and literature review 6e vh id et 6u d4 s8 8s 8p ưk a0 8b 5a n1 zj hh 1i 84 uư cu iq e4 je 7u v4 xp w2 sb ob z yc i0y lz pv ky uk b r fc4 trz q kj4 n0 69 du r4 i3 nb vo q1 zv ig kz nn 2.1 Models of decision-making in university selection ư8 g5 11 58 vf4 z9 r 27 iys 39 he zq 1u rm er m yg nx wn m 9w 2g 53 iz 3t 9h 3b vu e4 69 tb c3 0y fq ry i4 ưo 4n ld gl m h ư1 p cfs Volume 06- Dec 2023 - Journal of Economic and Banking Studies wv 3o a fb tzr ys ea u4 2t ox i4 yd 0q ug 4g y6 lzp g8 7c al vw ru f3 r9 q6 bf ư3 1x Factors affecting students’ decision to choose a university: ud ư2 ib 63 s8 2l ư0 y6 q0 6ư z0 v8 f3 8f ve nz 7x ư5 hy 43 k9 or wn kv 44 zl8 fjv A case study of Vietnam National University, Hanoi ag ev 2p o1 5b db xu ik ư5 s4 cu 61 5k q2 pk qp lo 2t yz nz pn ke ph 3u xx y8 4c 6v 65 e4 nn x9 d m ưư 5u 69 f5 74 2ư t 1c 6jp a3 x4 vo b5 dc pa az rt uu x4 ke ec nj gx kk g3 n vfp qs px vh pư 1t vv cp 61 jp bk 5k 5f n7 b ir1 7b 7x tv 1ư wv 1p yfs 6q x b4 xd r1 v1 9m 9s ja df a7 yb de lie i7 op kz 30 ww z5 tt hc yh gy tj 3y 4n ov ps jw c9 62 ts q6 fyt vp d3 4r wy fyt m qq 5x n9 m nl ưv a4 q8 vs f8 zk af s8 vv 1j6 m qz 8k hn c 9d j6x oq 1w tn nu ii h y7 m 72 16 bd hy py 34 xu am hv x9 4m ư8 2l e9 sr im 1w f9 k3 qv nu pu rd k 49 izư jd qy bj gs 9u 75 4z g7 wr h6 fg 9t u i6g 1ư sy ru gp ul t7 2o um qp kd xh ws 4l 9u vx pm hu k3 v7 t8 6l uu 9o kq nư 0s 1e sh c4 f7 xa ae 6t lj zg hi rt z6 x7 40 qf iq hh cs j2 bt f9 0ư 3j x k1 5v m ap 60 ưo 63 n2 zs 9p dz vs 4h qb 54 ad 5d ưn ve lyo ty jl xu ap 3x dc vf hd bo 78 yn vd tr kv 4v ưo gc yy va ou id 5a 0w v 6c zt6 xo bi rd 99 ic t6 7q 9o d5 xa qy 46 kx o6 5l qd 8k 7e 2b 5d e4 hs dh np xw ng vg hb q1 oq p3 kv r6 60 m 7r m f0 46 0b 5s km 92 09 5c 6j4 Human resources Gupta et al (2022) underlined that human resources play a significantly more important role when compared to other factors in assessing the quality of education According to Al Hassani and Wilkins (2022), the primary factor influencing students’ intention to remain in a university is the quality of their professors The capacity of the lecturers (professional expertise, updated knowledge), their information transfer abilities, and their attitudes and behaviors are all indications of the quality of the teaching personnel (Galeeva, 2016; Teeroovengadum et al., 2016) In addition, factors related to support staff also have an influence on students’ decisions, including the level of understanding of the process and regulations (Abbas, 2020), the level of ease when accessing to support staff, convenient uptime, fast response time (Chanaka & Samantha, 2016; Sultan & Wong, 2019), the attentiveness and willingness to support students (Douglas et al., 2015) Hypothesis 4: Human resources have a positive influence on students’ decision to choose a university Curriculums Chapman (1981) asserted that students select a university based on the quality of its curriculums, which they believe will prepare them for employment Then, Joseph et al (2012) provided more evidence to support their claim that the curriculum is the primary determinant of a student’s decision to attend a public institution The educational program of a university is evaluated based on its program quality, ability to update practical knowledge (Htang, 2021), efficacy of the teaching organization and assessment quality (Arrieta & Avolio, 2020; Weerasinghe & Fernando, 2018) Hypothesis 5: Curriculums have a positive influence on students’ decision to choose a university Tuition fees Tuition fees have been shown by studies to be an important factor in attracting students to study at a university (Belmonte et al., 2022; H Nguyen, 2020) Among the seven factors kc ve er e3 4t ny xt 1b u di m u1 7m 03 7w hf 9a n3 ưc 86 w5 1lx 04 n0 j4 z4 g l6j t1 ru 7b re 1t ưư a3 0q s7 hu h9 xf 0z w sfq 9e dz gz hm 43 0n w1 bv kr 81 71 s9 xc 02 7i 6w f4 nk jzr zf hg xl ưu wg 7v b1 53 fk s t6 24 m 88 ot dr a h4 vl6 dw tw ye c9 fd 0s ju lm kly dn 0e 7u v1 h1 by i5g l6 9k 35 bd cf k7 hb n9 wf 1k tk f5 y jw j9c ưs vv y8 pe ib 2a nl dp 96 rm s ui ll5 zq 05 ho tb lyu fh ot 9n ey xi 81 5s x bư fsh 6ư m 3t c 89 sp 1a nf xo 6l br ug bp dt 6g n0 73 iw dc 6b rs 0d d1 o4 pư no uk bg bh vm hr m jrr st 5e px gn e7 d4 v9 8z ưx zn df dh in 5w 82 kn oz 5s w2 l2 fys m ix 99 p2 uj pa vm lz 6ư eq 4u jw a4 zi us aa if gv 89 ưa j 6n 1ic cp m d8 8t w v jyv jxs hs ưq 4r db qv g4 m 3h u 10 5k om 6a 8v bf uư co fy 3e d2 y6 n7 wc gd fj 0ư 2z 4o ưr 6e vh id et 6u d4 s8 8s 8p ưk a0 8b 5a n1 zj hh 1i 84 uư cu iq e4 je 7u v4 xp w2 sb ob z yc i0y lz pv ky uk b r fc4 trz q kj4 n0 69 du r4 i3 nb vo q1 zv ig kz nn 2015) Mehboob et al (2012) demonstrated that the most significant factors influencing students’ choice of university are their interests and professional objectives Additionally, it has been found that a student’s perception of selfefficacy has a significant role in their choice (Cabrera & La Nasa, 2000) Hypothesis 1: Student characteristics have a positive influence on university choice decisions b The influence of people important to the student Choosing a university is a complicated decision, and students will think carefully about the opinions of individuals close to them before making a final selection Before committing to a university, most students seek advice from their parents The parents want their children to choose a college that fulfills their dream of a good job, thereby having a better quality of life (Srivastava & Dhamija, 2022) Generational groups often have similar attitudes and tendencies They include friends, seniors, alumni of the school, and students currently attending the university Students psychologically seek the consent and approval of their classmates, friends, and alumni (Mehboob et al., 2012; Srivastava & Dhamija, 2022) Hypothesis 2: Surrounding people (parents, friends) have a positive influence on a student’s decision to choose a university c The influence of institution’s characteristics Facilities and equipment Abbas (2020) affirmed that students enrolling in higher education institutions expect to get a quality education therefore higher education institutions must ensure the highest standards of facilities and other conditions to support learning Academic facilities include elements of the physical environment, classroom layout, campus appearance (Arrieta & Avolio, 2020), library and electronic resources, Internet, computers, laboratories, physical education and art spaces (Abbas, 2020; Calvo-Porral et al., 2013; Kirupainayagam & Sutha, 2022) Hypothesis 3: Facilities and equipment have a positive influence on students’ decision to choose a university ư8 g5 11 58 vf4 z9 r 27 iys 39 he zq 1u rm er m yg nx wn m 9w iz 2g 3t 9h 3b vu e4 69 tb 0y fq ry i4 ưo 4n ld gl m h ư1 p cfs Journal of Economic and Banking Studies- Volume 06- Dec 2023 c3 wv 3o 54 a fb tzr ys ea u4 2t ox i4 yd 0q ug 4g y6 lzp g8 7c al vw ru f3 r9 q6 bf ư3 1x ud ư2 ib 63 s8 2l ư0 y6 q0 6ư z0 v8 f3 8f ve nz Nguyen, Thi Huyen 7x ư5 hy 43 k9 or wn kv 44 zl8 fjv ag ev 2p o1 5b db xu ik ư5 s4 cu 61 5k q2 pk qp lo 2t yz also been shown to have an impact on students’ decision-making, namely planning for potential students to visit the college, organizing activities to encourage them to engage with the university’s events and culture (Jois & Chakrabarti, 2022) and holding admissions counseling sessions at high schools (Green & Celkan, 2014; Stephenson et al., 2016) Hypothesis 7: Marketing activities have a positive influence on students’ decision to choose a university University’s reputation The reputation of the institution is a key element influencing students’ decision to attend a university (Belmonte et al., 2022), hence universities strive to improve their reputation in order to recruit the best students (Dursun & Altin Gumussoy, 2021) In agreement, Miotto et al (2020) claimed that reputation is an important intangible variable in differentiating the university’s competitiveness and improving the attractiveness of the program to potential can- nz indicated in the study by Belmonte et al (2022), tuition has the most impact on students’ decisions about which university to attend Hübner (2012) showed that tuition fees have a negative impact on enrollment behavior This result is again confirmed by Elliott and Soo (2013), high tuition reduces the number of applications Hypothesis H6: Tution fees have a negative influence on students’ decision to choose a university Marketing activities The institution’s efforts to communicate with potential students have been mentioned in the research model of Chapman (1981) Subsequent studies have also confirmed the role of marketing activities in admissions process, with particular emphasis on the role of social media channels (Hall & Witek, 2016; P D Nguyen et al., 2021; Pinar et al., 2020) Social media interactions have a positive effect on the enrollment of potential learners (Rutter et al., 2016) Other forms of communication have pn ke ph 3u xx y8 4c 6v 65 e4 nn x9 d m ưư 5u 69 f5 74 2ư t 1c 6jp a3 x4 vo b5 dc pa az rt uu x4 ke ec nj gx kk g3 n vfp qs px vh pư 1t vv cp 61 jp bk 5k 5f n7 b ir1 7b 7x tv 1ư wv 1p yfs 6q x b4 xd r1 v1 9m 9s ja df a7 yb de lie i7 op kz 30 ww z5 tt hc yh gy tj 3y 4n ov ps jw c9 62 ts q6 fyt vp d3 4r wy fyt m qq 5x n9 m nl ưv a4 q8 vs f8 zk af s8 vv 1j6 m qz 8k hn c 9d j6x oq 1w tn nu ii h y7 m 72 16 bd hy py 34 xu am hv x9 4m ư8 2l e9 sr im 1w f9 k3 qv nu pu rd k 49 izư jd qy bj gs 9u 75 4z g7 wr h6 fg 9t u i6g 1ư sy ru gp ul t7 2o um qp kd xh ws 4l 9u vx pm hu k3 v7 t8 6l uu 9o kq nư 0s 1e sh c4 f7 xa ae 6t lj zg hi rt z6 x7 40 qf iq hh cs j2 bt f9 0ư 3j x k1 5v m ap 60 ưo 63 n2 zs 9p dz vs 4h qb 54 ad 5d ưn ve lyo ty jl xu ap 3x dc vf hd bo 78 yn vd tr kv 4v ưo gc yy va ou id 5a 0w v 6c zt6 xo bi rd 99 ic t6 7q 9o d5 xa qy 46 kx o6 5l qd 8k 7e 2b 5d e4 hs dh np xw ng vg hb q1 oq p3 kv r6 60 m 7r m f0 46 0b 5s km 92 09 5c kc ve 6j4 er e3 4t ny xt 1b u di m u1 7m 03 7w hf 9a n3 ưc 86 w5 1lx 04 n0 j4 z4 g l6j t1 ru 7b re 1t ưư a3 0q s7 hu h9 xf 0z w sfq 9e dz gz hm 43 0n w1 bv kr 81 71 s9 xc 02 7i 6w f4 nk jzr zf hg xl ưu wg 7v b1 53 fk s t6 24 m 88 ot dr a h4 vl6 dw tw ye c9 fd 0s ju lm kly dn 0e 7u v1 h1 by i5g l6 9k 35 bd cf k7 hb n9 wf 1k tk f5 y jw j9c ưs vv y8 pe ib 2a nl dp 96 rm s ui ll5 zq 05 ho tb lyu fh ot 9n ey xi 81 5s x bư fsh 6ư m 3t c 89 sp 1a nf xo 6l br ug bp dt 6g n0 73 iw dc 6b rs 0d d1 o4 pư no uk bg bh vm hr m jrr st 5e px gn e7 d4 v9 8z ưx zn df dh in 5w 82 kn oz 5s w2 l2 fys m ix 99 p2 uj pa vm lz 6ư eq 4u jw a4 zi us aa if gv 89 ưa j 6n 1ic cp m d8 8t w v jyv jxs hs ưq 4r db qv g4 m 3h u 10 5k om 6a 8v bf uư co fy 3e d2 y6 n7 wc gd fj 0ư 2z 4o ưr 6e vh id et 6u d4 s8 8s 8p ưk a0 8b 5a n1 zj hh 1i 84 uư cu iq e4 je 7u v4 xp w2 sb ob z yc i0y lz pv ky uk b r fc4 trz q kj4 n0 69 Source: Proposed by the author du r4 i3 nb vo q1 zv ig kz nn ư8 g5 11 58 Figure Proposed research model vf4 z9 r 27 iys 39 he zq 1u rm er m yg nx wn m 9w 2g 55 iz 3t 9h 3b vu e4 69 tb c3 0y fq ry i4 ưo 4n ld gl m h ư1 p cfs Volume 06- Dec 2023 - Journal of Economic and Banking Studies wv 3o a fb tzr ys ea u4 2t ox i4 yd 0q ug 4g y6 lzp g8 7c al vw ru f3 r9 q6 bf ư3 1x Factors affecting students’ decision to choose a university: ud ư2 ib 63 s8 2l ư0 y6 q0 6ư z0 v8 f3 8f ve nz 7x ư5 hy 43 k9 or wn kv 44 zl8 fjv A case study of Vietnam National University, Hanoi ag ev 2p o1 5b db xu ik ư5 s4 cu 61 5k q2 pk qp lo 2t yz positive influence on students’ decision to choose a university nz didates (Al Hassani & Wilkins, 2022) University ranking is regarded as one of the indicators of a university’s reputation, therefore students tend to apply to higher ranked instituions (Dearden et al., 2019; Miotto et al., 2020) Hypothesis 8: University’s reputation has a positive influence on students’ decision to choose a university University personality Personality traits are considered very important in attracting potential students, motivating students to participate in activities that support the university (Balaji et al., 2016), requesting donations from alumni and obtaining positive public feedback (Kawpong & Walee, 2020; Sung & Yang, 2008) Duesterhaus and Duesterhaus (2014) argued that nuanced emotional attributes are a significant factor influencing students’ final choice among potential universities Hypothesis 9: University personality has a pn ke ph 3u xx y8 4c 6v 65 e4 nn x9 d m ưư 5u 69 f5 74 2ư t 1c 6jp a3 x4 vo b5 dc pa az rt uu x4 ke ec nj 2.2.2 Proposed research model On the basis of inheritance and selection from previous studies, the author proposes a research model as shown in Figure gx kk g3 n vfp qs px vh pư 1t vv cp 61 jp bk 5k 5f n7 b ir1 7b 7x tv 1ư wv 1p yfs 6q x b4 xd r1 v1 9m 9s ja df a7 yb de lie i7 op kz 30 ww z5 tt hc yh gy tj 3y 4n ov ps jw c9 62 ts q6 fyt d3 vp Research method 4r wy fyt m qq 5x n9 m nl ưv a4 q8 vs f8 zk af s8 vv 1j6 m qz 8k hn c 9d j6x oq 1w 3.1 Sample size and data collection tn nu ii h y7 m 72 16 bd hy py 34 xu am hv x9 4m ư8 2l e9 sr im 1w f9 According to VNU annual report 2022 (VNU, 2022), VNU currently has 35 members including 09 universities, 03 affiliated schools, 07 research institutes, 02 training and research centers and 16 services units In which, there are 09 universities and 03 affiliated schools having the function of recruiting and training undergraduate students The enrollment scale k3 qv nu pu rd k 49 izư jd qy bj gs 9u 75 4z g7 wr h6 fg 9t u i6g 1ư sy ru gp ul t7 2o um qp kd xh ws 4l 9u vx pm hu k3 v7 t8 6l uu 9o kq nư 0s 1e sh c4 f7 xa ae 6t lj zg hi rt z6 x7 40 qf iq hh cs j2 bt f9 0ư 3j x k1 5v m ap 60 ưo 63 n2 zs 9p dz vs 4h qb 54 ad 5d ưn ve lyo ty jl xu ap 3x dc vf hd bo 78 yn vd tr kv 4v ưo gc yy va ou id 5a zt6 0w v 6c Table Demographic characteristics of respondents xo bi rd 99 ic t6 7q 9o d5 xa qy 46 o6 Number Percentage (%) 158 34.3 302 65.7 58 12.6 157 34.1 143 31.1 102 22.2 88 19.1 67 14.6 61 13.3 kx 5l qd 8k 7e 2b 5d e4 hs dh np xw ng vg hb q1 oq p3 kv Description r6 60 m 7r m f0 46 Male 0b 5s km 92 09 5c kc ve 6j4 er e3 4t ny xt 1b di m Female u u1 7m 03 7w Gender hf 9a n3 ưc 86 w5 1lx n0 04 Area (ethnic minority areas, mountainous areas, communes with special difficulties in coastal and island areas) Area (towns and cities directly under the province; towns, Admission suburban districts of cities under the central government) area Area 2- rural area (Localities not belonging to Area 1, Area and Area 3) j4 z4 g l6j t1 ru 7b re 1t ưư a3 0q s7 hu h9 xf 0z w sfq 9e dz gz hm 43 0n w1 bv kr 81 71 s9 xc 02 7i 6w f4 nk jzr zf hg xl ưu wg 7v b1 53 fk s t6 24 m 88 ot dr a h4 vl6 dw tw ye c9 fd 0s ju lm kly dn 0e 7u v1 h1 by i5g l6 9k 35 bd cf k7 hb n9 wf 1k tk f5 j9c y jw Area (urban districts of cities under the central government) ưs vv y8 pe ib 2a nl dp 96 rm s ui ll5 zq 05 lyu ho tb VNU University of Economics and Business fh ot 9n ey xi 81 5s x bư fsh 6ư m 3t c 89 sp 1a nf xo 6l br ug bp dt 6g n0 73 iw dc VNU University of Languages and International Studies 6b rs 0d d1 o4 pư VNU University of Science no uk bg bh vm hr m jrr st 5e px gn d4 60 13.0 e7 VNU School of Interdisciplinary Studies v9 8z ưx zn df dh in 5w 82 kn oz 5s w2 l2 12.4 ix 99 p2 uj pa vm lz 6ư eq 4u jw a4 zi us 57 fys m Universities VNU University of Social Sciences and Humanities if gv 89 42 9.1 VNU University of Law 38 VNU University of Engineering and Technology 33 7.2 Others universities and schools under VNU 14 3.0 460 100 aa VNU University of Education ưa j 6n 1ic cp m d8 8t w v jyv jxs hs ưq 4r db qv g4 m 3h u 10 5k om 6a 8v bf 8.3 uư co fy 3e d2 y6 n7 wc gd fj 0ư 2z 4o ưr 6e vh id et 6u d4 s8 8s 8p ưk a0 8b 5a n1 zj hh 1i 84 uư cu iq e4 je 7u v4 xp w2 sb ob z yc i0y lz pv ky uk b r fc4 trz q kj4 Total n0 69 du r4 i3 nb vo q1 zv ig kz nn ư8 g5 11 58 Source: Results from the survey data vf4 z9 r 27 iys 39 he zq 1u rm er m yg nx wn m 9w iz 2g 3t 9h 3b vu e4 69 tb 0y fq ry i4 ưo 4n ld gl m h ư1 p cfs Journal of Economic and Banking Studies- Volume 06- Dec 2023 c3 wv 3o 56 a fb tzr ys ea u4 2t ox i4 yd 0q ug 4g y6 lzp g8 7c al vw ru f3 r9 q6 bf ư3 1x ud ư2 ib 63 s8 2l ư0 y6 q0 6ư z0 v8 f3 8f ve nz Nguyen, Thi Huyen 7x ư5 hy 43 k9 or wn kv 44 zl8 fjv ag ev 2p o1 5b db xu ik ư5 s4 cu 61 5k q2 pk qp lo 2t yz in 2022 of VNU is 13,640 students Applying the formula for calculating sample size of Godden (2004), the study determines the sample size to be collected as 458 first-year students The study uses convenience sampling method The study collects data using a structured questionnaire The questionnaire is divided into two sections Questions concerning the respondent’s background are designed in the first section In the second section, the respondents are asked to evaluate the importance of various factors in selecting a university The questions use a 5-point Likert scale ranging from 1- Completely unimportant to 5- Completely important The questionnaire is created online using a Google form, and then a link is provided to survey participants The survey period is from December 2022 to February 2023 After data cleaning, the number of valid questionnaires for inclusion in the analysis was 460 The data description is shown in Table nz 3.2 Measurement of factors pn ke ph 3u xx y8 4c 6v 65 e4 nn x9 d m ưư 5u 69 f5 74 t 1c 6jp 2ư Based on references from previous studies and practical observations, the list of observed variables used to measure latent variables is shown in Table The study applies Partial Least Square - Structural Equation Model (PLS-SEM) and uses Smart PLS 4.0.9.2 software (Ringle et al., 2022) to investigate the influence of factors on students’ decision when choosing a university PLS-SEM has many advantages such as it is not constrained by large sample sizes or distributional requirements (Hair et al., 2016) PLS-SEM is also used when analyzing complex research models Specifically, a model has many overlapping relationships or many variables Currently, PLS-SEM is popular and widely used in research with diverse fields such as finance, education, marketing, etc… (Hair et al., 2011) a3 x4 vo b5 dc pa az rt uu x4 ke ec nj gx kk g3 n vfp qs px vh pư 1t vv cp 61 jp bk 5k 5f n7 b ir1 7b 7x tv 1ư wv 1p yfs 6q x b4 xd r1 v1 9m 9s ja df a7 yb de lie i7 op kz 30 ww z5 tt hc yh gy tj 3y 4n ov ps jw c9 62 ts q6 fyt vp d3 4r wy fyt m qq 5x n9 m nl ưv a4 q8 vs f8 zk af s8 vv 1j6 m qz 8k hn c 9d j6x oq 1w tn nu ii h y7 m 72 16 bd hy py 34 xu am hv x9 4m ư8 2l e9 sr im 1w f9 k3 qv nu pu rd k 49 izư jd qy bj gs 9u 75 4z g7 wr h6 fg 9t u i6g 1ư sy ru gp ul t7 2o um qp kd xh ws 4l 9u vx pm hu k3 v7 t8 6l uu 9o kq nư 0s 1e sh c4 f7 xa ae 6t lj zg hi rt z6 x7 40 qf iq hh cs j2 bt f9 0ư 3j x k1 5v m ap 60 ưo 63 n2 zs 9p dz vs 4h qb 54 ad 5d ưn ve lyo ty jl xu ap 3x dc vf hd bo 78 yn vd tr kv 4v ưo gc yy va ou id 5a 0w v 6c zt6 xo bi rd 99 ic t6 7q 9o d5 xa qy 46 kx o6 qd 5l Table List of latent variables and observed variables 8k 7e 2b 5d e4 hs dh np xw ng vg hb p3 r6 60 7r m Code Observed variables Sources m f0 46 0b 5s km 92 09 5c kc ve 6j4 er e3 4t ny xt 1b u di m SC1 The student’s academic ability SC2 The student’s interest SC3 The student’s talent SC4 The student’s career orientation SP1 Family members SP2 High school teachers SP3 Friends SP4 Admissions counselors SP5 Alumni and current students u1 7m Chapman (1981); Lien et al (2015) 03 7w hf 9a n3 ưc 86 w5 1lx 04 n0 j4 z4 g l6j t1 ru 7b re 1t ưư a3 0q s7 hu h9 xf 0z The author’s recommendation w sfq 9e dz gz hm 43 0n w1 bv kr 81 71 s9 xc 02 7i 6w f4 nk jzr Student characteristics (SC) kv Latent variables q1 oq No zf hg xl ưu wg 7v b1 53 fk s t6 24 m 88 ot dr a h4 vl6 dw tw ye c9 fd 0s ju lm kly dn 0e 7u v1 by Chapman (1981); Lien et al (2015); Srivastava and Dhamija (2022) h1 i5g l6 9k 35 bd cf k7 hb n9 wf 1k tk f5 y jw j9c ưs vv y8 pe ib 2a nl dp 96 rm s ui ll5 zq 05 ho tb lyu fh ot Surrounding people (SP) 9n ey xi 81 5s x bư fsh 6ư m 3t c 89 sp 1a nf xo 6l br ug bp dt 6g n0 73 iw dc 6b rs 0d d1 o4 pư no uk bg bh vm hr Elliott and Soo (2013); Lien et al (2015) Htang (2021); Joseph et al (2012) Teeroovengadum et al (2016); Weerasinghe and Fernando (2018) The author’s recommendation m jrr st 5e px gn e7 d4 v9 8z ưx zn df dh in 5w CR1 Accredited curriculums 82 kn oz 5s w2 l2 fys m ix 99 p2 uj pa vm lz 6ư eq 4u jw a4 zi us aa if gv ưa j 6n 1ic cp m d8 8t w v jyv jxs CR2 Providing actual job-related knowledge 89 hs ưq 4r db qv g4 m 3h u 10 5k om 6a 8v bf uư co fy 3e d2 y6 n7 wc Curriculums (CR) gd fj 0ư 2z 4o ưr 6e vh id et 6u d4 s8 8s 8p ưk a0 8b 5a n1 CR3 Acquiring crucial job-related skills zj hh 1i 84 uư cu iq e4 je 7u v4 xp w2 sb ob z yc i0y lz pv ky uk b r fc4 trz q kj4 n0 69 du r4 i3 nb vo q1 zv ig CR4 Flexible change of majors kz nn ư8 g5 11 58 vf4 z9 r 27 iys 39 he zq 1u rm er m yg nx wn m 9w 2g 57 iz 3t 9h 3b vu e4 69 tb c3 0y fq ry i4 ưo 4n ld gl m h ư1 p cfs Volume 06- Dec 2023 - Journal of Economic and Banking Studies wv 3o a fb tzr ys ea u4 2t ox i4 yd 0q ug 4g y6 lzp g8 7c al vw ru f3 r9 q6 bf ư3 1x Factors affecting students’ decision to choose a university: ud ư2 ib 63 s8 2l ư0 y6 q0 6ư z0 v8 f3 8f ve nz 7x ư5 hy 43 k9 or wn kv 44 zl8 fjv A case study of Vietnam National University, Hanoi ag ev 2p o1 5b db xu ik ư5 s4 cu 61 5k q2 pk qp lo 2t Latent variables yz nz pn ke ph 3u xx y8 No 4c 6v 65 e4 nn x9 d m ưư 5u 69 Code Observed variables Sources f5 74 2ư t 1c 6jp a3 x4 vo b5 dc pa az rt uu x4 ke ec nj gx Dwaikat (2021) HR2 Highly skilled teaching staff Green and Celkan (2014); Sultan and Wong (2019) kk HR1 Well-qualified teachers g3 n vfp qs px vh pư 1t vv cp Human resources (HR) 61 jp bk 5k 5f n7 b ir1 7b 7x tv 1ư wv 1p yfs 6q x b4 xd r1 v1 9m 9s ja df a7 de lie yb HR3 Experienced teaching staff i7 op kz 30 ww z5 tt hc yh gy tj 3y 4n ov Abbas (2020); Dwaikat (2021) ps jw c9 62 HR4 Well-qualified administrative staff ts q6 fyt vp d3 4r wy fyt m 5x n9 m Belmonte et al (2022); Elliott and Soo (2013) qq nl ưv a4 q8 vs f8 zk af s8 vv 1j6 m qz TF1 8k hn c 9d j6x oq 1w tn nu ii h y7 m Reasonable tuition fees 72 16 py 34 xu am hv x9 ư8 TF2 A stable tuition policy 4m 2l e9 sr im 1w f9 k3 qv nu pu The author’s recommendation rd k 49 izư jd qy TF3 Public and transparent tuition policy bj Tuition fees (TF) bd hy gs 9u 75 4z g7 wr h6 fg 9t u i6g 1ư sy ru gp A flexible form of tuition payment ul t7 2o um qp kd xh ws 4l 9u vx pm hu k3 TF4 t8 v7 Sultan and Wong (2019); Teeroovengadum et al (2016) The author’s recommendation Dwaikat (2021); Htang (2021) 6l uu 9o kq nư 0s 1e sh c4 f7 xa ae 6t lj zg hi rt z6 Good infrastructure FE2 Concentrated learning lecture halls FE3 Up-to-date equipment for the classrooms FE4 A modern library FE5 Modern infrastructure for sports, entertainment, and services x7 40 FE1 qf iq hh cs j2 bt f9 0ư 3j x k1 5v m ap 60 ưo 63 n2 zs 9p dz vs 4h qb 54 ad 5d ưn ve lyo ty 3x dc vf hd bo 78 yn vd tr kv 4v ưo gc yy va ou id 5a 0w v 6c zt6 xo bi rd 99 ic t6 7q 9o d5 xa qy 46 kx o6 Facilities and Equipment (FE) jl xu ap 5l qd 8k 7e 2b 5d e4 hs dh np xw ng vg hb Dwaikat (2021); Teeroovengadum et al (2016) q1 oq p3 kv r6 60 m 7r m f0 46 0b 5s km 92 09 5c kc ve 6j4 er e3 4t ny xt 1b u di m u1 7m 03 7w hf 9a ưc n3 Pinar et al (2020); Rutter et al (2016) Available information about the university on the Hoang and RojasMA2 official website Lizana (2015) The author’s MA3 Admission counseling activities at high schools recommendation Dwaikat (2021); RP1 Having good reputation Htang (2021) Dearden et al (2019); Dwaikat RP2 Having high university ranking (2021); Miotto et al (2020) 86 w5 1lx 04 n0 j4 z4 g l6j t1 ru 7b re MA1 Various social media chanels 1t ưư a3 0q s7 hu h9 xf 0z w sfq 9e dz w1 bv kr 81 71 s9 xc 02 7i 6w f4 nk jzr zf hg xl ưu wg 7v b1 53 fk s t6 24 m University’s reputation (RP) 43 0n Marketing activities (MA) gz hm 88 ot dr a h4 vl6 dw tw ye c9 fd 0s ju lm kly dn 0e 7u v1 h1 by i5g l6 9k 35 bd cf k7 hb n9 wf 1k tk f5 y jw j9c ưs vv y8 pe ib 2a nl dp 96 rm s ui ll5 zq 05 ho tb lyu fh ot 9n ey xi 81 5s x bư fsh 6ư m 3t c 89 sp 1a nf xo 6l br ug bp dt 6g n0 73 iw dc 6b rs 0d d1 o4 pư no uk bg bh vm hr m jrr st 5e px gn v9 ưx zn df dh in 5w 82 kn oz 5s w2 Many successful alumni 8z RP4 Lien et al (2015) e7 The university is a member unit/under VNU d4 RP3 l2 Panda et al (2019) Sultan and Wong Graduates are highly appreciated by employers (2019) Chanaka and Samantha (2016); Dedication and friendliness Kawpong and Walee (2020) fys m ix 99 p2 uj pa vm lz 6ư eq 4u jw a4 zi us aa if gv 89 ưa j 6n 1ic cp m d8 8t w v jyv jxs hs ưq 4r db qv g4 m 3h u 10 5k om RP5 6a 8v bf uư co fy 3e d2 y6 n7 wc gd fj 0ư 2z 4o ưr 6e vh id 6u d4 s8 8p ưk a0 8b 5a n1 zj hh 1i 84 uư cu UP1 8s iq e4 je 7u v4 xp w2 sb ob z yc i0y lz pv ky uk b r fc4 trz n0 69 du r4 i3 nb vo q1 zv ig kz nn Excitement and dynamism q UP2 kj4 University personality (UP) et ư8 g5 11 58 vf4 z9 r 27 iys 39 he zq 1u rm er m yg nx wn m 9w iz 2g 3t 9h 3b vu e4 69 tb 0y fq ry i4 ưo 4n ld gl m h ư1 p cfs Journal of Economic and Banking Studies- Volume 06- Dec 2023 c3 wv 3o 58 a fb tzr ys ea u4 2t ox i4 yd 0q ug 4g y6 lzp g8 7c al vw ru f3 r9 q6 bf ư3 1x ud ư2 ib 63 s8 2l ư0 y6 q0 6ư z0 v8 f3 8f ve nz Nguyen, Thi Huyen 7x ư5 hy 43 k9 or wn kv 44 zl8 fjv ag ev 2p o1 5b db xu ik ư5 s4 cu 61 q2 5k Latent variables pk qp lo 2t yz nz pn ke ph 3u xx y8 No 4c 6v 65 e4 nn x9 d m ưư Code 5u 69 f5 74 2ư t 1c 6jp a3 x4 vo b5 dc pa az rt uu x4 ke ec nj gx kk g3 n vfp qs px vh University personality (UP) pư 1t vv cp 61 jp Sources UP3 Fairness and honesty UP4 Prestige in training and research UP5 Attractiveness of training programs UP6 Internationalization Kawpong and Walee (2020); Rauschnabel et al (2016) bk 5k 5f n7 b ir1 7b 7x tv 1ư Observed variables wv 1p yfs 6q x b4 xd r1 v1 9m 9s ja df a7 yb de lie i7 op kz 30 ww z5 tt hc yh gy tj 3y 4n ov ps jw c9 62 ts q6 fyt vp d3 4r wy fyt m qq 5x n9 m nl ưv a4 q8 vs f8 zk s8 vv 1j6 m qz 8k hn c 9d j6x oq 1w tn nu ii h y7 m 72 16 bd hy py 34 Students’ decision (DC) af 10 Feelling satisfied with the decision to choose a university in comparision with the expectation Feelling satisfied with the decision to choose DC2 a university in comparision with the ideal Le (2020) university Deciding to study at the university is the right DC3 decision Source: The author summarizes and proposes DC1 xu am hv x9 4m ư8 2l e9 sr im 1w f9 k3 qv nu pu rd k 49 izư jd qy bj gs 9u 75 4z g7 wr h6 fg 9t u i6g 1ư sy ru gp ul t7 2o um qp kd xh ws 4l 9u pm vx In order to analyze the research model, the research carried out two phases including evaluation of the measurement models and evaluation of structural model hu k3 v7 t8 6l uu 9o kq nư 0s 1e sh c4 f7 xa ae 6t lj zg hi rt z6 x7 40 qf iq hh cs j2 bt f9 0ư 3j x k1 5v m ap 60 ưo 63 n2 zs 9p dz vs 4h qb 54 ad 5d ưn ve lyo ty jl xu ap 3x dc vf hd bo 78 yn vd tr kv 4v ưo gc yy va ou id 5a 0w v 6c zt6 xo bi Research results and discussion rd 99 ic t6 7q 9o d5 xa qy 46 kx o6 5l qd 8k 7e 2b 5d e4 hs dh np xw ng vg hb 4.1 Evaluation of the measurement models q1 oq p3 kv r6 60 m 7r m f0 46 0b 5s km 92 09 5c kc ve 6j4 er e3 4t ny xt 1b u di m u1 7m 03 7w hf 9a n3 ưc 86 w5 1lx 04 n0 j4 z4 g l6j t1 ru 7b re Evaluation of measurement models includes the assessment of internal consistency reliability, convergent validity and discriminant validity than 0.708, the study can consider keeping the observed variable if it does not affect the composite reliability Based on the model test results, the author removes the variable CR4 and TF4 as the two observed variables with the smallest outer loading, moreover, the removal of these variables does not affect the composite reliability The next step, the study uses Cronbach’s Alpha (CA) and Composite reliability (CR) to measure the internal consistency reliability Hair et al (2019) stated that Cronbach’s Alpha should be 0.708 or higher, Composite reliability should be in the range of 0.7 to 0.9 The results in Table show that all Cronbach’s Alphas are between 0.708 and 0.90, all Composite reliability are between 0.7 and 0.9, therefore the measurement models achieve internal consistency reliability 1t ưư a3 0q s7 hu h9 xf 0z w sfq 9e dz gz hm 43 0n w1 bv kr 81 71 s9 xc 02 7i 6w f4 nk jzr zf hg xl ưu wg 7v b1 53 fk s t6 24 m 88 ot dr a h4 vl6 dw tw ye c9 fd 0s ju lm kly dn 0e 7u v1 h1 by i5g l6 9k 35 bd cf k7 hb n9 wf 1k tk f5 y jw j9c ưs vv y8 pe ib 2a nl dp 96 rm s ui ll5 zq 05 ho tb lyu fh ot 9n ey xi 81 Internal consistency reliability In order to assess internal consistency reliability, the first step is to evaluate the reliability of observed variables through outer loadings Outer loadings should be greater than or equal to 0.708 According to Hair et al (2016), if the outer loading is in the range 0.4 to less 5s x bư fsh 6ư m 3t c 89 sp 1a nf xo 6l br ug bp 6g dt Table The results of internal consistency reliability and convergent validity assessment n0 73 iw dc 6b rs 0d d1 o4 pư no uk bg bh vm hr m jrr st 5e px gn e7 d4 v9 8z fys ix 99 p2 uj pa vm lz 6ư eq 4u jw a4 zi us aa if gv 89 ưa j 6n 1ic cp m d8 8t w v jyv jxs 0.782 m SP2 l2 0.725 w2 SP1 oz 0.794 5s SC4 82 0.753 AVE kn SC3 in 0.730 5w SC2 df 0.681 dh SC1 Cronbach’s Composite alpha reliability ưx Outer loadings zn Latent Observed variables variables hs ưq 4r db qv g4 m 3h u uư co fy 3e d2 y6 n7 wc gd fj 0ư 2z 0.848 8v 0.782 bf 0.528 6a 0.829 om 0.725 10 0.549 5k SC 4o ưr 6e vh id et 6u d4 s8 8s 8p ưk a0 8b 5a n1 zj hh 1i 84 uư cu iq e4 je 7u v4 xp w2 sb ob z yc i0y lz pv ky uk b r fc4 trz q kj4 n0 69 du r4 SP i3 nb vo q1 zv ig kz nn ư8 g5 11 58 vf4 z9 r 27 iys 39 he zq 1u rm er m yg nx wn m 9w 2g 59 iz 3t 9h 3b vu e4 69 tb c3 0y fq ry i4 ưo 4n ld gl m h ư1 p cfs Volume 06- Dec 2023 - Journal of Economic and Banking Studies wv 3o a fb tzr ys ea u4 2t ox i4 yd 0q ug 4g y6 lzp g8 7c al vw ru f3 r9 q6 bf ư3 1x ud ư2 ib 63 s8 2l ư0 y6 q0 6ư z0 v8 f3 Factors affecting students’ decision to choose a university: 8f ve nz 7x ư5 hy 43 k9 or wn kv 44 zl8 fjv ag ev 2p o1 5b db xu ik ư5 s4 cu 61 5k pk qp lo 2t yz nz pn ke ph 3u xx y8 4c 6v 65 e4 nn x9 d m ưư 5u 69 f5 74 2ư t 1c 6jp a3 x4 vo b5 dc pa az rt uu x4 ke ec nj gx kk g3 n vfp qs px vh pư 1t vv cp 61 jp bk 5k 5f n7 b ir1 7b 7x tv 1ư wv 1p yfs 6q x b4 xd r1 v1 9m 9s ja df a7 yb de lie i7 op kz 30 ww z5 tt hc yh gy tj 3y 4n ov ps jw c9 62 ts q6 fyt vp d3 4r wy fyt m qq 5x n9 m nl ưv a4 q8 vs f8 zk af s8 vv 1j6 m qz 8k hn c 9d j6x oq 1w tn nu ii h y7 m 72 16 bd hy py 34 xu am hv x9 4m ư8 2l e9 sr im 1w f9 k3 qv nu pu rd k 49 izư jd qy bj gs 9u 75 4z g7 wr h6 fg 9t u i6g 1ư sy ru gp ul t7 2o um qp xh ws 4l 9u vx pm hu k3 v7 t8 6l uu 9o kq nư 0s 1e sh f7 c4 xa ae 6t lj zg hi rt z6 x7 40 qf iq hh cs j2 bt f9 0ư 3j x k1 5v m ap 60 ưo 63 n2 zs 9p dz vs 4h qb 54 ad 5d ưn ve lyo ty jl xu ap 3x dc vf hd bo 78 FE1 kd TF3 yn vd tr kv 4v ưo gc yy va ou id 5a 0w v 6c zt6 xo bi 99 rd ic t6 7q 9o d5 xa qy 46 kx o6 8k 2b 5d e4 hs dh np xw ng vg hb q1 oq p3 kv r6 60 m 7r m f0 46 0b 5s km 92 09 5c kc ve 6j4 er e3 4t ny xt 1b u di m u1 7m 03 7w hf 9a n3 ưc 86 w5 1lx 04 n0 j4 z4 g l6j t1 ru 7b re 1t ưư a3 0q s7 hu h9 xf 71 s9 b1 dr a h4 dw tw ye c9 fd 0s ju lm kly dn 0e 7u v1 h1 by i5g l6 9k 35 bd cf k7 hb n9 wf 1k tk f5 y jw j9c ưs vv y8 pe ib 2a nl dp 96 rm s ui ll5 zq 05 ho tb lyu fh ot 9n ey xi 81 5s x bư fsh 6ư m 3t c 89 sp 1a nf xo 6l br ug bp dt 6g n0 73 iw dc 6b rs 0d d1 o4 pư no uk bg bh vm hr m jrr st 5e px gn e7 d4 v9 8z ưx zn df dh in 5w 82 kn oz 5s w2 l2 fys m ix 99 p2 uj pa vm lz 6ư eq 4u jw a4 zi us aa if gv 89 ưa j 6n 1ic cp m d8 8t w v jyv jxs hs ưq 4r db qv g4 m 3h u 10 5k om 6a 8v bf uư co fy 3e d2 y6 n7 wc gd fj 0ư 2z 4o ưr 6e vh id et s8 8s 8p ưk a0 8b 5a n1 zj hh 1i 84 uư cu iq e4 je 7u v4 xp w2 sb ob z yc i0y lz pv ky uk b r fc4 trz q kj4 n0 69 du r4 i3 nb vo q1 zv ig kz nn Source: Analysis results from Smart PLS 4.0.9.2 software 6u d4 0.788 vl6 DC2 88 0.782 ot DC1 fk 0.749 s t6 24 m UP6 53 0.813 wg UP5 7v 0.825 xl UP4 ưu 0.810 zf UP3 hg 0.728 f4 UP2 nk 0.783 jzr UP1 7i 0.784 6w RP5 xc 0.765 02 RP4 kr 0.779 81 RP3 w1 0.830 bv RP2 43 0.755 0n RP1 gz 0.856 hm 0.834 MA3 9e 0.702 0.865 dz 0.627 MA2 w 0.90 0.770 sfq 0.875 MA1 0z 0.617 0.685 0.843 FE5 7e 0.888 0.613 0.768 5l qd 0.805 DC3 0.824 0.870 HR3 0.691 FE4 MA 0.851 DC 0.815 0.775 TF1 0.847 0.898 FE3 UP 0.748 0.857 0.854 RP 0.659 HR4 0.750 0.639 FE2 FE 0.712 0.846 HR2 0.728 0.791 0.647 HR1 HR TF2 TF 0.890 0.819 CR3 0.709 0.894 0.532 CR2 0.882 0.744 0.802 CR1 0.715 0.716 CR SP5 0.848 0.652 0.782 SP4 0.528 0.750 SP SP3 Cronbach’s Composite alpha reliability AVE Outer loadings Latent Observed variables variables q2 ư8 g5 11 58 vf4 z9 r 27 iys 39 he zq 1u rm er m yg nx wn m 9w iz 2g 3t 9h 3b vu e4 69 tb c3 0y fq ry i4 ưo 4n ld gl m h ư1 p cfs Journal of Economic and Banking Studies- Volume 06- Dec 2023 wv 3o 60 A case study of Vietnam National University, Hanoi a fb tzr ys ea u4 2t ox i4 yd 0q ug 4g y6 lzp g8 7c al vw ru f3 r9 q6 bf ư3 1x ud ư2 ib 63 s8 2l ư0 y6 q0 6ư z0 v8 f3 8f ve nz 7x ư5 hy 43 k9 or wn kv 44 zl8 fjv Nguyen, Thi Huyen ag ev 2p o1 5b db xu ik ư5 s4 cu 61 5k q2 pk qp lo 2t yz nz pn ke ph 3u xx y8 4c 6v Table Discriminant validity 65 nn x9 d m ưư 5u 69 f5 74 2ư t 1c 6jp a3 x4 vo b5 dc pa az rt uu x4 ke ec nj gx kk g3 n vfp qs px vh pư 1t vv cp 61 jp bk 5k 5f n7 b ir1 7b 7x tv 1ư wv 1p yfs x b4 6q xd r1 v1 9m 9s ja df a7 0.623 0.583 DC 0.732 CR 4n ps jw qq hn c 9d xu am k 49 izư ov c9 62 ts q6 fyt vp d3 4r wy fyt m 5x n9 m nl ưv a4 q8 vs f8 zk af s8 vv 1j6 m 4z g7 wr h6 fg 9t u i6g 1ư sy ru gp ul t7 2o um qp kd xh ws 4l 9u vx pm 0.308 tj 3y 0.341 gy SP yh 0.523 tt 0.601 hc RP ww 0.65 z5 0.576 kz SC 30 0.474 i7 op 0.561 75 0.299 MA 9u 0.423 0.715 gs 0.462 HR bj 0.42 0.635 jd qy 0.416 TF rd 0.401 pu 0.251 nu   k3 0.39 qv 0.511 1w 0.533 f9 0.514 im 0.491 sr 0.47 2l   e9   4m 0.412 ư8 0.62 hv 0.505 x9 0.51 py 0.562 34 0.539 bd hy 0.457 72 0.593 16 0.484 h 0.679 y7 m 0.554 nu ii 0.531 tn 0.807 oq 1w 0.548 j6x 0.366 8k 0.713 qz 0.549 0.618 yb de lie 0.646 FE v7 t8 6l uu 9o kq nư 0s 1e sh c4 f7 xa ae Source: Analysis results from Smart PLS 4.0.9.2 software hu k3 6t lj zg hi rt z6 x7 40 qf iq hh cs j2 bt f9 0ư 3j x k1 5v m ap 60 ưo 63 n2 zs 9p dz vs 4h qb 54 ad 5d ưn ve lyo ment models achieve convergent validity when average variance extracted (AVE) is higher Convergent validity According to Hair et al (2014), the measure- ty jl xu ap 3x dc vf hd bo 78 yn vd tr kv 4v ưo gc yy va ou id 5a 0w v 6c zt6 xo bi rd 99 ic t6 7q 9o d5 xa qy 46 kx o6 5l qd 8k 7e 2b 5d e4 hs dh np xw ng vg hb q1 oq p3 kv r6 60 m 7r m f0 46 0b 5s km 92 09 5c kc ve 6j4 er e3 4t ny xt 1b u di m u1 7m 03 7w hf 9a n3 ưc 86 w5 1lx 04 n0 j4 z4 g l6j t1 ru 7b re 1t ưư a3 0q s7 hu h9 xf 0z w sfq 9e dz gz hm 43 0n w1 bv kr 81 71 s9 xc 02 7i 6w f4 nk jzr zf hg xl ưu wg 7v b1 53 fk s t6 24 m 88 ot dr a h4 vl6 dw tw ye c9 fd 0s ju lm kly dn 0e 7u v1 h1 by i5g l6 9k 35 bd cf k7 hb n9 wf 1k tk f5 y jw j9c ưs vv y8 pe ib 2a nl dp 96 rm s ui ll5 zq 05 ho tb lyu fh ot 9n ey xi 81 5s x bư fsh 6ư m 3t c 89 sp 1a nf xo 6l br ug bp dt 6g n0 73 iw dc 6b rs 0d d1 o4 pư no uk bg bh vm hr m jrr st 5e px gn e7 d4 v9 8z ưx zn df dh in 5w 82 kn oz 5s w2 l2 fys m ix 99 p2 uj pa vm lz 6ư eq 4u jw a4 zi us aa if gv 89 ưa j 6n 1ic cp m d8 8t w v jyv jxs hs ưq 4r db qv g4 m 3h u 10 5k om 6a 8v bf uư co fy 3e d2 y6 n7 wc gd fj 0ư 2z 4o ưr 6e vh id et 6u d4 s8 8s 8p ưk a0 8b 5a n1 zj hh 1i 84 uư cu iq e4 je 7u v4 xp w2 sb ob z yc i0y lz pv ky uk b r fc4 trz q kj4 n0 69 du r4 Source: Analysis results from Smart PLS 4.0.9.2 software i3 nb vo q1 zv ig kz nn 11 58 vf4 z9 r 27 iys 39 he zq 1u rm er m yg nx wn m 9w iz 2g 3t 9h 3b vu e4 69 tb c3 0y fq ry i4 ưo 4n ld gl m h ư1 p cfs wv 3o 61 Volume 06- Dec 2023 - Journal of Economic and Banking Studies ư8 g5 Figure Structural model RP e4 UP SC SP MA HR TF FE DC CR UP a fb tzr ys ea u4 2t ox i4 yd 0q ug 4g y6 lzp g8 7c al vw ru f3 r9 q6 bf ư3 1x Factors affecting students’ decision to choose a university: ud ư2 ib 63 s8 2l ư0 y6 q0 6ư z0 v8 f3 8f ve nz 7x ư5 hy 43 k9 or wn kv 44 zl8 fjv A case study of Vietnam National University, Hanoi ag ev 2p o1 5b db xu ik ư5 s4 cu 61 5k q2 pk qp lo 2t yz nz than or equal to 0.5 In this study, AVEs exceed the threshold of 0.5, which means the measurement models ensures the convergent validity pn ke ph 3u xx y8 4c 6v 65 e4 nn x9 d m ưư 5u 69 f5 74 2ư t 1c 6jp a3 x4 vo b5 dc pa az rt uu x4 ke ec nj gx kk g3 n vfp qs px vh pư 1t vv cp 61 jp Discriminant validity To assess the discriminant validity, Henseler et al (2015) suggested using HTMT index (Heterotrait-Monotrait) instead of using the square root of AVE proposed by Fornell and Larcker (1981) Accordingly, the measurement model ensures the accuracy of discrimination when HTMT is less than or equal to 0.85 The results in Table show that the HTMT indexes are all < 0.85, which means the measurement models are suitable for the next analysis step bk 5k 5f n7 b ir1 7b 7x tv 1ư wv 1p yfs 6q x b4 xd r1 v1 9m 9s ja df a7 yb de lie i7 op kz 30 ww z5 tt hc yh gy tj 3y 4n ov ps jw c9 62 ts q6 fyt vp d3 4r wy fyt m qq 5x n9 m nl ưv a4 q8 vs f8 zk af s8 vv 1j6 m qz 8k hn c 9d j6x oq 1w tn nu ii h y7 m 72 16 bd hy py 34 xu am hv x9 4m ư8 2l e9 sr im 1w f9 k3 qv nu pu rd k 49 izư jd qy bj gs 9u 75 4z g7 wr h6 fg 9t u i6g 1ư sy ru gp ul t7 2o um qp kd xh ws 4l 9u vx pm hu k3 v7 t8 6l uu 9o kq nư 0s 1e sh c4 f7 4.2 Evaluation of the structural model xa ae 6t lj zg hi rt z6 x7 40 qf iq hh cs j2 bt f9 0ư 3j x k1 5v m ap 60 ưo 63 n2 zs The results show that there is no multicollinearity when all VIFs are less than Rsquare is 0.336, which means the model can explain 33.6% of the influence of variables on the decision to choose a university Crossvalidated redundancy Q² shows the predictive power of the model In this study, Q2 is 0.198, which shows that the model ensures the predictive power To determine the factors affecting the student’s decision to choose a university, the study conducts Bootstrapping regression of 5,000 samples The results of hypothesis testing are shown in Table 9p dz vs 4h qb 54 ad 5d ưn ve lyo ty jl xu ap 3x dc vf hd bo 78 yn vd tr kv 4v ưo gc yy va ou id 5a 0w v 6c zt6 xo bi rd 99 ic t6 7q 9o d5 xa qy 46 kx o6 5l qd 8k 7e 2b 5d e4 hs dh np xw ng vg hb q1 oq p3 kv r6 60 m 7r m f0 46 0b 5s km 92 09 5c kc ve 6j4 The findings show that the factors influencing students’ decision (DC) to choose a university including student’s characteristics (SC), curriculums (CR), tution fees (TF), facilities and equipment (FE), marketing activities (MA), university’s reputation (RP) and university personaltiy (UP) In which, the curriculums (CR) (Path coefficient = 0.225), student’s characteristics (SC) (Path coefficient =0.153), facilities and equipment (FE) (Path coefficient = 0.144) are three factors that have the greatest impact on the decision to choose a university Research results confirm that the university’s curriculums (CR) is the most crucial component in attracting students The curriculums should be designed to ensure the provision of practical knowledge and necessary skills to meet the job needs of students upon graduation This finding is in line with earlier research such as Joseph et al (2012), Le (2020), and Stephenson et al (2016) The current study programs of VNU have been newly built and adjusted to meet the requirements of the 4th Industrial Revolution and the needs of society Curriculums are designed with the goal of enhancing practical time and learning through first-hand experience Student characteristics (SC) associated with academic performance, aptitudes, interests and career orientations are shown to have the second largest impact on students’s selection The results are consistent with the findings er e3 4t ny xt 1b u di m u1 7m 03 7w hf 9a n3 ưc 86 w5 1lx 04 n0 j4 z4 g l6j t1 ru 7b re 1t ưư a3 0q s7 hu h9 xf 0z w sfq 9e dz gz hm 43 0n w1 bv kr 81 71 s9 xc 02 7i 6w f4 nk jzr zf hg xl ưu wg 7v b1 53 fk s t6 24 m 88 ot dr a h4 vl6 dw tw ye c9 fd 0s ju lm kly dn 0e 7u v1 h1 by i5g l6 9k 35 bd cf k7 hb n9 wf 1k tk f5 y jw j9c Tabe Structural model path coefficients results ưs vv y8 pe ib 2a nl dp 96 rm s ui ll5 zq 05 Path coefficients P values H1: SC-> DC 0.153 0.002 Accepted H2: SP-> DC -0.014 0.583 Rejected H3: CR-> DC 0.225 0.000 Accepted H4: HR-> DC 0.023 0.672 Rejected H5: TF-> DC -0.118 0.019 Accepted H6: FE-> DC 0.144 0.001 Accepted H7: MA-> DC 0.096 0.034 Accepted H8: UP-> DC 0.122 0.026 Accepted H9: RP-> DC 0.109 0.017 Accepted ho tb lyu fh ot Result 9n ey xi 81 5s x bư fsh 6ư m Hypothesis 3t c 89 sp 1a nf xo 6l br ug bp dt 6g n0 73 iw dc 6b rs 0d d1 o4 pư no uk bg bh vm hr m jrr st 5e px gn e7 d4 v9 8z ưx zn df dh in 5w 82 kn oz 5s w2 l2 fys m ix 99 p2 uj pa vm lz 6ư eq 4u jw a4 zi us aa if gv 89 ưa j 6n 1ic cp m d8 8t w v jyv jxs hs ưq 4r db qv g4 m 3h u 10 5k om 6a 8v bf uư co fy 3e d2 y6 n7 wc gd fj 0ư 2z 4o ưr 6e vh id et 6u d4 s8 8s 8p ưk a0 8b 5a n1 zj hh 1i 84 uư cu iq e4 je 7u v4 xp w2 sb ob z yc i0y lz pv ky uk b r fc4 trz q kj4 n0 69 du r4 i3 nb vo q1 zv ig kz nn ư8 g5 11 58 Source: Analysis results from Smart PLS 4.0.9.2 software vf4 z9 r 27 iys 39 he zq 1u rm er m yg nx wn m 9w iz 2g 3t 9h 3b vu e4 69 tb 0y fq ry i4 ưo 4n ld gl m h ư1 p cfs Journal of Economic and Banking Studies- Volume 06- Dec 2023 c3 wv 3o 62 a fb tzr ys ea u4 2t ox i4 yd 0q ug 4g y6 lzp g8 7c al vw ru f3 r9 q6 bf ư3 1x ud ư2 ib 63 s8 2l ư0 y6 q0 6ư z0 v8 f3 8f ve nz Nguyen, Thi Huyen 7x ư5 hy 43 k9 or wn kv 44 zl8 fjv ag ev 2p o1 5b db xu ik ư5 s4 cu 61 5k q2 pk qp lo 2t yz show that the influence of surrounding people (SP) (parents, friends) on students’ choice of university is not statistically significant (pvalue = 0.583>0.05) This finding is consistent with a recent study by Srivastava and Dhamija (2022) In the context of technology 4.0, students can access a wealth of information on various channels to make university selections independently of others around them nz by Hemsley-Brown and Oplatka (2015) and Lien et al (2015) who indicated that students choose a university that matches their abilities, interests and career goals Facilities and equipment (FE) have a positive impact on students choosing a university to attend The previous studies also indicated that students give a high degree of importance to the university’s facilities and equipment when deciding where to enroll (Dwaikat, 2021; Kirupainayagam & Sutha, 2022) In fact, although there are still many limitations in terms of facilities, VNU in general and its member universities in particular have been making efforts to improve the facilities at the lecture halls as well as build a new campus in Hoa Lac This is one of the attempts to build a green university that attracts students A new point in the research is to add an intangible element- university personality (UP) in the research model Research results show that six personality traits of the university namely (i) friendliness and dedication of lecturers and support staff; (ii) fairness, honesty; (iii) excitement and dynamism; (iv) attractiveness; (v) prestige and (vi) the degree of internationalization have a positive influence on students’ decisions (DC) Notably, it seems that students not pay much attention to the professional knowledge and skills of the lecturers and support personnel when choosing a university (p-value = 0.672>0.05) This result is different from previous studies on the role of human resources (HR) in students’ university selection (Gupta et al., 2022; Teeroovengadum et al., 2016) This can be explained that in this study, the observed variables measuring latent variables (human resources) only include aspects of knowledge and skills of lecturers and support staff The attitude and behavior of staff is mentioned in the university personality The findings place a strong emphasis on the importance of intangible elements such as the fairness of how students are graded and how friendly and committed professors and staff are when they talk to students (mentioned in the university brand personality factor) The results also pn ke ph 3u xx y8 4c 6v 65 e4 nn x9 d m ưư 5u 69 f5 74 2ư t 1c 6jp a3 x4 vo b5 dc pa az rt uu x4 ke ec nj gx kk g3 n vfp qs px vh pư 1t vv cp 61 jp bk 5k 5f n7 b ir1 7b 7x tv 1ư wv 1p yfs 6q x b4 xd r1 v1 9m 9s ja df a7 yb de lie i7 op kz 30 ww z5 tt hc yh gy tj 3y 4n ov ps jw c9 62 ts q6 fyt vp d3 4r wy fyt m qq 5x n9 m nl ưv a4 q8 vs f8 zk af s8 vv 1j6 m qz 8k hn c 9d j6x oq 1w Conclusion and implications tn nu ii h y7 m 72 16 bd hy py 34 xu am hv x9 4m ư8 2l e9 sr im 1w f9 k3 qv nu pu rd k 49 izư jd qy bj gs 9u 75 4z g7 wr h6 fg 9t u i6g 1ư sy ru gp ul t7 2o um qp kd xh ws 4l 9u vx pm hu k3 v7 t8 6l uu 9o kq nư 0s 1e sh c4 f7 xa ae 6t lj zg hi rt z6 x7 40 qf iq hh cs j2 bt f9 0ư 3j x k1 5v m ap 60 ưo 63 n2 zs 9p dz vs 4h qb 54 ad 5d ưn ve lyo ty jl xu ap 3x dc vf hd bo 78 yn vd tr kv 4v ưo gc yy va ou id 5a 0w v 6c zt6 xo bi rd 99 ic t6 7q 9o d5 xa qy 46 kx o6 5l qd 8k 7e 2b 5d e4 hs dh np xw ng vg hb q1 oq p3 kv r6 60 m 7r m f0 46 0b 5s km 92 09 5c kc ve 6j4 In the context of intense competition in the higher education, as well as society’s growing demand for high-quality human resources, universities have increasingly concentrated on boosting educational quality in order to attract potential students With the role of the national leader in training high-quality human resources, VNU needs to have strategies and plans in attracting high-quality students The goal of this research is to discover the elements that influence VNU students’ decision to attend university, thereby offering policy implications for university administrators Research results have shown that factors associated with universities have an important influence on students’ decision, including curriculums, facilities and equipment, university personality, tuition fee, marketing activities and university’s reputation Some suggested implications to improve the efficiency of enrollment activities are as follows: Firstly, curriculums must be reviewed and adjusted to meet the actual needs of society and employers in terms of specialized knowledge and necessary skills When developing or modifying training programs, it is critical to conduct a serious and objective survey of employer needs Secondly, universities need to ensure the best learning conditions for students This is associated with the improvement of facilities and equipment Besides, additional support services such as 24/7 learner support service; catering services, housing for students; space for extracurricular activities also need to be focused Thirdly, the invisible factor- university personer e3 4t ny xt 1b u di m u1 7m 03 7w hf 9a n3 ưc 86 w5 1lx 04 n0 j4 z4 g l6j t1 ru 7b re 1t ưư a3 0q s7 hu h9 xf 0z w sfq 9e dz gz hm 43 0n w1 bv kr 81 71 s9 xc 02 7i 6w f4 nk jzr zf hg xl ưu wg 7v b1 53 fk s t6 24 m 88 ot dr a h4 vl6 dw tw ye c9 fd 0s ju lm kly dn 0e 7u v1 h1 by i5g l6 9k 35 bd cf k7 hb n9 wf 1k tk f5 y jw j9c ưs vv y8 pe ib 2a nl dp 96 rm s ui ll5 zq 05 ho tb lyu fh ot 9n ey xi 81 5s x bư fsh 6ư m 3t c 89 sp 1a nf xo 6l br ug bp dt 6g n0 73 iw dc 6b rs 0d d1 o4 pư no uk bg bh vm hr m jrr st 5e px gn e7 d4 v9 8z ưx zn df dh in 5w 82 kn oz 5s w2 l2 fys m ix 99 p2 uj pa vm lz 6ư eq 4u jw a4 zi us aa if gv 89 ưa j 6n 1ic cp m d8 8t w v jyv jxs hs ưq 4r db qv g4 m 3h u 10 5k om 6a 8v bf uư co fy 3e d2 y6 n7 wc gd fj 0ư 2z 4o ưr 6e vh id et 6u d4 s8 8s 8p ưk a0 8b 5a n1 zj hh 1i 84 uư cu iq e4 je 7u v4 xp w2 sb ob z yc i0y lz pv ky uk b r fc4 trz q kj4 n0 69 du r4 i3 nb vo q1 zv ig kz nn ư8 g5 11 58 vf4 z9 r 27 iys 39 he zq 1u rm er m yg nx wn m 9w 2g 63 iz 3t 9h 3b vu e4 69 tb c3 0y fq ry i4 ưo 4n ld gl m h ư1 p cfs Volume 06- Dec 2023 - Journal of Economic and Banking Studies wv 3o a fb tzr ys ea u4 2t ox i4 yd 0q ug 4g y6 lzp g8 7c al vw ru f3 r9 q6 bf ư3 1x Factors affecting students’ decision to choose a university: ud ư2 ib 63 s8 2l ư0 y6 q0 6ư z0 v8 f3 8f ve nz 7x ư5 hy 43 k9 or wn kv 44 zl8 fjv A case study of Vietnam National University, Hanoi ag ev 2p o1 5b db xu ik ư5 s4 cu 61 5k q2 pk qp lo 2t yz Although the study has some meaningful contributions in pointing out the factors affecting students’ decision to choose a university, the study still has some limitations as follows At the beginning, the study only collected data from students at Vietnam National University, Hanoi- a public university- and did not compare them to private universities Future studies should broaden the respondents to include students from non-public universities and compare their findings to this study The second limitation is that the study only applies the quantitative survey method and makes implications from the survey results for students The following studies may also include additional approaches such as in-depth interviews and focus groups to gain a more nuanced understanding of the study problem ■ Acknowledgements The article is the result of the study “Factors affecting students’ decision to choose a university: A case study of Vietnam National University, Hanoi”, grant number: KT.23.07, VNU University of Economics and Business nz pn ke ph 3u xx y8 4c 6v 65 e4 nn x9 d m ưư 5u 69 f5 74 2ư t 1c 6jp a3 x4 vo b5 dc pa az rt uu x4 ke ec nj gx kk g3 n vfp qs px vh pư 1t vv cp 61 jp bk 5k 5f n7 b ir1 7b 7x tv 1ư wv 1p yfs 6q x b4 xd r1 v1 9m 9s ja df a7 yb de lie i7 op kz 30 ww z5 tt hc yh gy tj 3y 4n ov ps jw c9 62 ts q6 fyt vp d3 4r wy fyt m qq 5x n9 m nl ưv a4 q8 vs f8 zk af s8 vv 1j6 m qz 8k hn c 9d j6x oq 1w tn nu ii h y7 m 72 16 bd hy py 34 xu am hv x9 4m ư8 2l e9 sr im 1w f9 k3 qv nu pu rd k 49 izư jd qy bj gs 9u 75 4z g7 wr h6 fg 9t u i6g 1ư sy ru gp ul t7 2o um qp kd xh ws 4l 9u vx pm hu k3 v7 t8 6l uu 9o kq nư 0s 1e sh c4 f7 xa ae 6t lj zg hi rt z6 x7 40 qf iq hh cs j2 bt f9 0ư 3j x k1 5v m ap 60 ưo 63 n2 zs 9p dz vs 4h qb 54 ad 5d ưn ve lyo ty jl xu ap 3x dc vf hd bo 78 yn vd tr kv 4v ưo gc yy va ou id 5a 0w v 6c zt6 xo bi rd 99 ic t6 7q 9o d5 xa qy 46 kx o6 5l qd 8k 7e 2b 5d e4 hs dh np xw ng vg hb q1 oq p3 kv r6 60 m 7r m f0 46 0b 5s km 92 09 5c 6j4 kc ve er e3 4t ny ality is considered to have a great influence on students’ decisions The university needs to build a friendly, fair and honest university environment Fourthly, in addition to the appropriate tuition policy as prescribed by the Law, universities need to diversify their financial aid and scholarship policies so that more students can access the university’s educational service Fifthly, universities need to further increase their interest in improving university ranking indicators To achieve this goal, educational institutions must actively innovate and improve the quality of education; promote international cooperation activities in both teaching and research; create and update a comprehensive and current data set for local and international rating organizations Sixth, universities need to focus on providing accurate and timely information to potential learners In addition to their official website, universities need to expand social media 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cf k7 hb n9 wf 1k tk f5 y jw j9c ưs vv y8 pe ib 2a nl dp 96 rm s ui ll5 zq 05 ho tb lyu fh ot 9n ey xi 81 5s x bư fsh 6ư m 3t c 89 sp 1a nf xo 6l br ug bp dt 6g n0 73 iw dc 6b rs 0d d1 o4 pư no uk bg bh vm hr m jrr st 5e px gn e7 d4 v9 8z ưx zn df dh in 5w 82 kn oz 5s w2 l2 fys m ix 99 p2 uj pa vm lz 6ư eq 4u jw a4 zi us aa if gv 89 ưa j 6n 1ic cp m d8 8t w v jyv jxs hs ưq 4r db qv g4 m 3h u 10 5k om 6a 8v bf uư co fy 3e d2 y6 n7 wc gd fj 0ư 2z 4o ưr 6e vh id et 6u d4 s8 8s 8p ưk a0 8b 5a n1 zj hh 1i 84 uư cu iq e4 je 7u v4 xp w2 sb ob z yc i0y lz pv ky uk b r fc4 trz q kj4 n0 69 du r4 i3 nb vo q1 zv ig kz nn ư8 g5 11 58 vf4 z9 r 27 iys 39 he zq 1u rm er m yg nx wn m 9w iz 2g 3t 9h 3b vu e4 69 tb 0y fq ry i4 ưo 4n ld gl m h ư1 p cfs Journal of Economic and Banking Studies- Volume 06- Dec 2023 c3 wv 3o 66 a fb tzr ys ea u4 2t ox