Factors that Influence Students' Decision Making in Choosing a Digital Business Study Program at the Faculty of Business and Economics, Universitas Islam Indonesia
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Competition in higher education has become increasingly fierce over time, especially for private universities. In the midst of competition to get students to universities, it is important to find out what factors can influence a student's decision to choose a major. This research aims to analyze the factors that influence students' decisions to choose the digital business study program at the Islamic University of Indonesia. This study employs a quantitative approach by stratified random sampling to obtain 96 respondents from digital business students. The research results show that the image of the study program influences students' decisions to choose a study program, and the variables of education costs, image of the study program, educational facilities, and prospects of the study program simultaneously influence students' decisions. This finding underlines the importance of the image of the study program in higher education to increase its attractiveness so that students enroll in digital business study programs. Building the image of the study program can also be done through building an image of affordable education costs, good facilities, and promising prospects. It is hoped that the results of this research can become a basis for consideration by stakeholders in determining policies related to student registration, especially in the digital business study program at the Universitas Islam Indonesia
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