| Summary: | 碩士 === 義守大學 === 管理碩博士班 === 104 === Intense competition in the higher education sector in VietNam has forced many universities to become “entrepreneurs” and implement marketing strategies in recruiting students both locally and abroad. The objective of this research is to gain understanding of Vietnam students’ decision making process and how can the universities use it to make strategy planning for recruitment of higher education. The main question is “what are the factors that influence Vietnam student’s decision making procedures on choosing university”. Two – hundred – fifty questionnaires were sent to participants in VietNam, while 219 valid questionnaires were returned, yielding a 87.6% response rate. The independent variables that have been identified to have influenced of students’ university choice decision are location, academic program, college reputation, educational facilities, net cost, financial aid, parent’s education background. Net cost has significant and negative influence on student decision – making. It means that the higher cost of education will reduce the rate of student who want enroll to universities. In addition, this study also suggest that there is a significant and positive influence between student decision – making and six factor as parent’s background, financial aid, quality of faculty, available program, reputation of university, location
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