STUDENT PREFERENCES FOR CHOOSING TO STUDY AT AN UNIVERSITAS TERBUKA

Abstract

This study aims to analyze student preferences in selecting Universitas Terbuka (UT), particularly for distance education programs. The factors examined include promotion, recommendations, accreditation, tuition fees, location, institutional reputation, study programs, and supporting facilities. Data were collected using a Google Forms-based questionnaire distributed to 242 students from UT Makassar. Descriptive analysis using SPSS version 25 was employed to determine the frequency distributions and average scores for each preference indicator. The results show that promotion through social media and graduate testimonials significantly influence student interest, with mean scores of 4.0372 and 4.0661, respectively. Accreditation was also a key factor, with a mean score of 4.1860, reflecting its importance in establishing trust in the quality of the education program. Affordable tuition, flexibility in payment, and reduced transportation costs were highly valued, with mean scores above 4.0. Location flexibility and choice of exam locations were identified as primary attractions of distance education. Additionally, institutional reputation, especially international accreditation and successful alumni, was rated as important, with a mean score of 4.0950. Students also appreciated diverse study programs, curriculum flexibility, and industry relevance. Supporting digital facilities such as Learning Management Systems (LMS) and online libraries were key determinants of student preferences. These findings highlight the importance of understanding student preferences to enhance university strategies and competitiveness.