In the context of growing competition in the higher education environment, universities are increasingly focusing on attracting potential students. The study aims to explore the factors affecting students’ decision to choose a university at Vietnam National University, Hanoi (VNU). The study uses the Partial Least Square- Structural Equation Model (PLS-SEM) to test the fit of the model and the research hypotheses with the analytical data obtained from 460 first-year students of member universities and faculties under VNU. The study’s findings indicate that student’s characteristics and university-related factors such as curriculums, tuition fees, facilities and equipment, marketing activities, university personality, and university reputation have a significant impact on students’ university selection. In which, three most important factors associated with instituions are the curriculums, facilities and equipment, marketing activities. Based on the research results, the study has provided a number of recommendations with the goal of enhancing the service quality and the operational effectiveness of VNU’s enrollment efforts