Purpose:  This study conducted to classify factors of fixed Higher Education Institution (HEI) characteristics influenced students' decision making to enroll at private HEI and social media application as an external factor exclusively in Malaysia phenomena. The main focus of this research was to determine the relationship between independent variables (academic programs, tuition fees, location, institution rankings, institution facilities, employment opportunities, social media application) influence dependent variable (decision making); and to determine the major factor that influence students' decision making to enroll at private HEI. Methodology: The underpinning theory applied in this study was Theory Reason Action (TRA) for social media application, while Theory of Planned Behavior (TPB) applied for academic programs, tuition fees, location, institution rankings, institution facilities, and employment opportunities. Five hundred (500) questionnaires distributed at selected private HEI around Kuala Lumpur and Selangor. Respondent was an undergraduate student semester one the year 2018 only. Data were analyzed using SPSS version 24. Results: Findings indicated result for direct effect revealed decision making were significant in the relationship between tuition fees, location, institution ranking, institution facilities, employment opportunities, and social media application thus hypothesis H2, H3, H4, H5, H6, and H7 accepted. Implications: Therefore, the only academic program was insignificant with decision making thus hypothesis H1 rejected. While the major factor that influences students' decision making to enroll at Private HEI in rank number one was employment opportunities H6 (β = .301; p = .000 < .05). Thus, Results of direct effects indicated there is a relationship between employment opportunities and students’ decision making to enroll at private HEI.

Purpose of Study: This research focuses on factors influence students’ decisions making to enrol at private Higher Education Institution (HEI). Methodology: The underpinning theory applied in this study was Theory of Planned Behavior (TPB) applied for institution rankings, institution facilities, and employment opportunities. Questionnaire was used to collect the data over 100 of students in Universiti Kuala Lumpur, Business School Campus. Data were analyzed by employing exploratory factor analyses and reliability analyses.SPSS version 24 applied. Results: The result revealed for factor loading all items above 0.5, institution facilities remarks the highest Kaiser Meyer-Olkin (KMO) with .877 and for Cronbach’s alpha with .924.

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Purpose of Study:  This research focuses on three factors influence students’ decisions making to enroll at private Higher Education Institution (HEI) namely as academic program, tuition fees and location as independent variable and students’ decision making as dependent variable. Theory of Planned Behavior (TPB) applied for this study. Methodology: The survey consists of questionnaire responded by 100 undergraduate students in Universiti Kuala Lumpur, Business School Campus. Data were analyzed by employing exploratory factor analyses and reliability analyses. SPSS version 24 applied. Main Findings: The result revealed for factor loading all items above 0.5, academic program remarks the highest Kaiser Meyer-Olkin (KMO) with .804 and for Cronbach’s alpha tuition fees was the highest one with .819. Implications/Applications: The present study helps in investigating the factors which influence students’ decisions making to enroll at HEI.