Penelitian ini bertujuan untuk menginvestigasi faktor-faktor yang memengaruhi pemilihan pendidikan lanjut oleh siswa di Indonesia, melalui analisis studi literatur yang menitikberatkan pada preferensi konsumen dalam konteks pendidikan tinggi. Berdasarkan kajian terhadap 11 artikel literatur relevan, ditemukan bahwa pengambilan keputusan siswa dalam memilih perguruan tinggi dipengaruhi oleh lima tema utama: (1) Peran Sumber Informasi dalam Pengambilan Keputusan, (2) Faktor Institusional, termasuk Reputasi, Biaya, dan Kualitas Layanan, (3) Motivasi Individu yang terbagi menjadi faktor intrinsik dan ekstrinsik, (4) Pengaruh Sosial yang berkaitan dengan interaksi dengan teman sebaya dan lingkungan sosial, serta (5) Faktor Eksternal, yang meliputi Teknologi dan Fleksibilitas Pembelajaran. Biaya pendidikan, reputasi institusi, kualitas akademik, dan dukungan sosial juga terbukti sebagai faktor kritis yang mempengaruhi keputusan siswa dalam memilih perguruan tinggi. Temuan ini menunjukkan bahwa faktor eksternal seperti reputasi dan biaya pendidikan serta faktor internal seperti motivasi pribadi dan pengaruh sosial berperan penting dalam proses pengambilan keputusan pendidikan. Implikasi dari temuan ini adalah pentingnya bagi institusi pendidikan untuk mempertimbangkan kombinasi faktor-faktor ini dalam strategi penerimaan siswa dan pengembangan program pendidikan.

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