Experts’ insights on the factors influencing students’ decisions in choosing private HEIs in Malaysia

Purpose This study examines the key factors shaping Malaysian students’ decisions when selecting higher education institutions (HEIs), guided by Herbert Simon’s theory of bounded rationality. Design/methodology/approach A two-round Delphi method was employed to collect and refine expert perspectives from 15 experts, comprising lecturers, professors and university administrators. In the first round, open-ended questions identified possible determinants of student choice. In the second round, experts ranked these factors, and Kendall’s W coefficient was used to evaluate the degree of consensus. Findings Seven critical factors were identified: institutional reputation, faculty qualifications and academic reputation, financial issues, program availability and location, career progression, social aspects and campus amenities. The panel ranked institutional reputation as the most influential, followed by faculty qualifications and financial considerations. Findings indicate that experts prioritize reputable, well-accredited institutions with strong academic programs and viable financial aid options. Originality/value This study enhances the understanding of bounded rationality in Malaysian private higher education by presenting a structured analysis based on expert evaluations, offering a prioritized ranking of factors influencing student enrollment decisions. The results offer valuable insights for policymakers and HEI administrators, highlighting the importance of strategic branding, faculty excellence, financial support and relevant programs in attracting and retaining students.