iarjbmIARJBMIARJBM2708-5147https://doi.org/10.47310/iarjbm.2021.v02i01.047Factors Influencing Students in Choosing Private Higher Education In The City of MedanMesraBDewiMahraniRangkutyMegasariGusandraSaragihRamadhanHarahapThe very limited number of State Universities is an opportunity for private universities for students who do not qualify for PTN. But in reality there are still many private universities that experience a shortage of students and some have even decreased students continuously for the last five years. This phenomenon occurs not only for private universities that have not been accredited, even private universities that have been well accredited have also experienced a decrease in the number of students. This has become a constant concern for university administrators in order to get out of this problem. So that the purpose of this study is to determine what factors influence student decisions in choosing to study at private universities in the city of Medan. Data were collected by means of a questionnaire to 162 active students at 5 universities who were sampled using a proportional sampling technique based on a sample taken from only one sub population but well known. This study uses a factor analysis method which is carried out on 27 indicators that influence student decisions in choosing to study at private universities in the city of Medan. Based on the results of calculations using factor analysis, there are 27 indicators which are grouped into 6 factors, service, physical evidence, reputation, trust, trust and commitment. Of the six factors, these factors are the most dominant factors in influencing students in choosing private universities in the city of Medan City.