Students’ University Choice: A Latent Profile Analysis of Influencing Factors and the Role of the Selection Process

Higher education institutions (HEIs) compete for the best students, making it important to understand the factors that shape students’ HEI choice. In this context, HEI-led selection days may represent an additional influence factor. Building on Chapman's model of factors influencing students’ HEI choice, the present study pursues three research goals: (a) investigating the relative importance of choice factors, (b) identifying latent student profiles based on these factors, and (c) examining profile differences in the relevance of university-led selection days in students’ decision-making. Data were collected from 546 first-semester students at a German university, and latent profile analysis was used to identify student profiles. Across all students, HEI characteristics were rated as the most important factor, followed by efforts to communicate with students, selection days, and significant persons. Latent profile analysis revealed five distinct student profiles, each with a different pattern of HEI choice factors: Location-independent Candidates, Location-bound Candidates with Information-distant Orientation, HEI Characteristic-oriented Candidates with Information-led Orientation, Peer-led Candidates, and Candidates with Unknown Factors. Analyses of the relevance of university-led selection days indicate that they can be a substantial factor in students’ decision-making. However, this applies only to certain profiles rather than representing a universal pull factor. This study contributes to a deeper understanding of HEI choice by applying a person-centered approach and identifying distinct student profiles. In doing so, it provides a conceptual basis for HEIs to engage prospective students more effectively and to design recruitment and selection activities more strategically.