Determinantes de la Elección de Programas de Maestría en Administración: Evidencia de una Universidad Pública Peruana

The study aimed to establish how location, study modality, and recommendation factors influence the choice of Master's program among applicants to the Master's in Administration at the Graduate School (EPG) of Universidad Nacional Santiago Antúnez de Mayolo (UNASAM) in Huaraz, Áncash, Peru for 2025. The research was applied and practical, utilizing a quantitative approach with explanatory scope. Thesample size was determined using a formula based on the population's age range, resulting in 90 Master's in Administration applicants. Statistical analysis was conducted using SmartPLS 4, following the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach with a direct causal-predictive model explaining relationships between variables without mediation. Results revealed that study modality (β = 0.469, t = 5.001, p = 0.000) constitutes the most determining factor in Master's program choice, followed by location (β = 0.242, t = 2.719, p = 0.007) which also showed positive and statistically significant effects. However, recommendation (β = 0.066, t = 0.520, p = 0.603) did not demonstrate statistically significant influence on program choice. The direct model explained 42.9% of variance in Master's program choice (R² = 0.429) with confirmed predictive relevance (Q² = 0.256).