ABSTRACT
The increasing competition between universities makes every university must always take strategic steps, in attracting the interest of prospective students. This study aims to analyze the effect of the cost of education and the image of the university on student decisions to choose higher education institutions at the XYZ Islamic University. This study uses a quantitative approach with an explanatory research type. The research sample consisted of 388 respondents and was statistically processed using multiple linear regression analysis. The results showed that the cost of education and the image of the university had an effect on students' decisions to choose higher education institutions. These findings suggest that higher education institutions should set competitive tuition fees as well as image. Several studies have shown that in general the cost of education and the image of a higher education is a consideration for prospective students in choosing a university. It is important for institutions in managing these two things to attract prospective students to choose certain universities.
