Evaluation factors which include trust, word of mouth, perceived quality, and brand awareness are
important in determining senior high school students‟ choice to study at University XXX. The research
aims at identifing factors that are most important and interesting for the senior high school students in
making their choice. A stratified random sampling of 400 senior high school students were employed
to evaluate the evaluation of factors. In addition this sudy also aims to determine why senior high
school students are interested in choosing University XXX. The Long term goal of this study is to
determine whether changes need to be made and alterations have to be decided both in policy
regarding the effectiveness of academic factors or other factors. In addition it will also look at the
effectiveness measures of the academic promotion factor. For the marketing of University XXX, this
research contributes in determining the strategy and other relevant factors to recruit more senior high
school students to join University XXX.
Keywords: Trust, Word of Mouth, Perceived Quality