Data Sharing.xlsx

Choosing a university is a critical decision made during the academic journey, with far-reaching implications for one's career path, as well as personal growth, social connections, and future opportunities. Understanding the factors that influence students' university choices is therefore essential. This study examines the impact of university rankings, facilities, and financial aid on students' university choices, with parental involvement as a moderating factor. Data were gathered through a questionnaire survey of 268 first-year undergraduate students from public institutions in Vietnam's North Central region. The results show that university ranking, facilities, and financial aid significantly influence university choice decisions. Furthermore, moderation analysis revealed that parental involvement positively moderates the relationship between university ranking and university choice. These findings enhance the understanding of what makes a university appealing, enabling institutions to refine their recruitment strategies to more effectively attract both current and prospective students. This study supports SDG 4 (Quality Education) by emphasizing how university choice contributes to inclusive and equitable opportunities for higher education, as it looks at how infrastructure and financial aid could lower obstacles for students from underprivileged backgrounds.