This retrospect study aims at studying the push and pull factors of prospective students in choosing
higher education services of the management program of study at Satya Wacana Christian University.
This retrospect study uses grounded theory design with triangulation of data sources. The findings
showed three push factors, namely suitable benefit offered, prospect‟s motivation, and trusted
recommendation. Twelve pull factors include service availability, promotion-mix, location, service
quality, relationship, reputation, communication, process, price, human resources, facility, and
guarantee. A mini-theory comprising of a set of 17 propositions is proposed to be further tested in
future.
Keywords: push factor, pull factor, mini-theory