Factors influencing high school students' intentions to choose higher education institutions in Northern Vietnam
Choosing a higher education institution is a critical decision that shapes students' academic and career development. This study investigates the factors influencing high school students' intentions to choose higher education institutions in Northern Vietnam. A quantitative research design was employed using a questionnaire survey. A total of 612 valid responses were collected from Grade 12 students in public and private high schools. The data were analyzed using descriptive statistics, Cronbach's alpha, Exploratory Factor Analysis (EFA), and multiple linear regression with IBM SPSS Statistics 26.0. The findings indicate that six factors significantly influence students' intentions to choose higher education institutions. Among these, career opportunities exert the strongest influence, followed by institutional reputation, academic quality, social influence, tuition and financial support, and university communication. The regression model explains 62.4% of the variance in students' intentions, suggesting that university choice is a multidimensional decision-making process involving institutional, economic, and social considerations. The study contributes to the literature on higher education choice in Vietnam and provides practical implications for universities in designing recruitment strategies, enhancing institutional reputation, strengthening career-oriented programs, and improving communication with prospective students.