Decision Factors in the Choice of a Higher Education Institution (HEI) and Organizational Implications: Case of the Western Region of El Salvador

ABSTRACT : This research aims to determine the most influential decision-making factors in university choice among senior high school students in 2025 and to identify the organizational implications. Personal, institutional, and social variables were considered to predict university selection. The study follows a quantitative approach, with a multivariate correlational and explanatory design. A total of 426 students from educational institutions in Santa Ana and Ahuachapán, located in the western region of El Salvador, were surveyed. Data were analyzed using SPSS v26 through descriptive statistics and multinomial logistic regression. Results revealed that personal, institutional, and social predictors show sufficient statistical significance to influence university choice, either individually or within a combined model. These factors can increase or decrease the probability of selecting a higher education institution depending on the context and the categories of universities compared. Residence, type of high school attended, costs, and institutional reputation increase the likelihood of choosing the reference university, whereas academic services, friendly staff, location, and vocational mentors/advisors decrease it. Strategic organizational actions should be implemented to leverage or mitigate these factors.

Keywords: higher education, student recruitment strategies, university choice, university management.