A Comprehensive Analysis of Personal Interest, Self-Capacity, Career Opportunities, Culture, and Social Media on Students’ Major Choice in Indonesia

Choosing a major is an important decision for students in Indonesia because it determines the direction of their education and career opportunities. However, previous studies still show inconsistencies regarding which factors are most influential and how aspects of career opportunities, culture, personal interest, self-capacity, and the influence of social media work together in a national context. This gap prompted this study to analyze the determining factors of students’ major choice through a quantitative survey method of 216 students from various levels of education in Indonesia, with PLS-SEM used as the analysis technique. The results show that career opportunities, culture, and personal interest have a significant effect. These findings indicate that students' decisions are guided more by pragmatic considerations and cultural values than by personal aspects or digital information. This study concludes that students need access to more accurate career information and guidance services that can balance their interests, potential, and career prospects, and recommends further understanding of the dynamics of major selection.