| Summary: | The current study seeks to determine the stages of high school graduates’ decision to enroll in higher education institutions (HEIs) by examining the influencing factors in relation to the student’s university choice decision-making process in Malaysia. The survey has been done by collecting quantitative data. Over the 6-month collecting data process, 253 students responded, with 220 surveys completed. Usable data from surveys were analyzed using the AMOS 24.0 software. The study employed a 20-item adopted and adapted questionnaire measuring the mentioned factors. The study discovered that university reputation, teaching staff quality, and campus facilities significantly influenced school leavers’ university choices, but the promotion variable did not. Gender moderated the relationship between university reputation, staff quality, and students’ enrolment intentions. These findings are essential for decision-making and can guide higher education marketers in improving strategies to attract students. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2024.
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