<![CDATA[Available information could be the reference of high-school students who would like to continue their studies to higher education. More comprehensive information regarding a university could motivate students to choose the university, or not to choose the university. This research is aimed to find the effect of the reference group, brand image, motivation, social influence, and location on the decision to choose a university (purchase decision) in Jakarta. This research uses a quantitative approach with a non-probability sampling method and convenience technique. The sample is 174 first-semester Jakarta private university undergraduate students. Data was collected by a questionnaire. The data was then processed and analyzed with SmartPLS 4 software. This research shows a brand image, motivation, and social influence positively affect the decision to choose a university (purchase decision), while reference group and location do not affect the decision to choose a university in Jakarta. Ketersediaan informasi dapat menjadi referensi bagi siswa-siswi yang hendak menempuh pendidikan tinggi. Informasi yang lebih lengkap mengenai suatu universitas dapat memotivasi siswa-siswi untuk memilih universitas tersebut, ataupun memotivasi mereka untuk tidak memilih universitas tersebut. Tujuan penelitian ini adalah meneliti pengaruh reference group, brand image, motivation, social influence, dan location terhadap keputusan pemilihan (purchase decision) universitas di Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan metode non-probability sampling. Jumlah sampel berjumlah 174 mahasiswa S1 semester satu di universitas swasta Jakarta. Teknik pengumpulan data menggunakan kuesioner. Pengolahan dan analisis data dilakukan menggunakan software SmartPLS 4. Berdasarkan penelitian, brand image, motivation, dan social influence berpengaruh positif terhadap purchase decision, sementara reference group dan location tidak berpengaruh positif terhadap keputusan pemilihan universitas di Jakarta.]]>
