Factors Influencing Students’ Enrollment Decisions in Higher Education Institutions: A Case Study of the National University of Battambang

This study examines the factors influencing students' enrollment decisions at the National University of Battambang (NUBB), Cambodia. Specifically, it aims to (1) identify the key factors shaping students' enrollment decisions, (2) analyze students' perceptions of these factors, and (3) explore gender-based differences in enrollment decisions. A quantitative research approach was adopted, surveying 350 first-year students using a structured questionnaire comprising 33 items across seven categories. The analysis highlights four significant factors influencing enrollment decisions: parental influence, prospective career opportunities, family support, and personal characteristics. Conversely, the university's reputation and multidisciplinary aspects did not show statistically significant effects. Gender analysis revealed a significant difference in family influence, with females reporting more potent effects than males. These findings underscore the need for higher education institutions to prioritize personalized support systems, career development initiatives, and strategies to address gender-specific needs to enhance student enrollment. Recommendations include strengthening family engagement strategies and refining university offerings to align with students' career aspirations and personal goals.