Decoding University Choice Formation: The Role of Perceived Product Quality, Tuition Fees, and University Reputation in Shaping Student Behavior and Intention

Abstract

This study examines how perceived product quality, tuition fees, and university reputation are associated with student behavior and student intention in the context of private higher education in Indonesia. A quantitative, cross-sectional survey was conducted among students from 15 selected private higher education institutions in DKI Jakarta, Banten, and West Java. Of 378 returned questionnaires, 365 usable responses remained after screening. The data were analysed using partial least squares structural equation modelling (PLS-SEM) in SmartPLS 4, with bootstrapping used to test the six hypothesised direct paths. All six hypothesised relationships were positive and statistically significant. Perceived product quality had the largest association with student behavior (β = 0.432) and student intention (β = 0.379). University reputation was positively associated with behavior (β = 0.349) and intention (β = 0.370), while tuition fees had positive coefficients for behavior (β = 0.273) and intention (β = 0.301). All reported p-values were below 0.001. The cross-sectional design and geographically bounded sample limit causal inference and generalisability. The findings support an integrated view of institutional marketing attributes and students’ behavioral and intentional responses, but do not establish temporal causality. Universities should communicate credible evidence of educational quality, explain tuition and value transparently, and strengthen reputation through consistent student experiences and institutional performance. The study evaluates six marketing-to-response paths within one Indonesian private higher education sample, bringing quality, price, and reputation into a common empirical model of student behavior and intention.