This research investigates the factors influencing Bogor senior high school students' choice of Bogor Agricultural University for further study. Choice of higher education institution is difficult for senior high school students and requires the consideration of many factors. Students in choosing a college are influenced by social factors, personal, psychological, family, friends, teachers, the economics of situation, motivation, campus facilities and reputation of the college as well as interest. This research uses descriptive analysis and multinomial logistic regression from 380 students. The sampling method used in this study is non-probability sampling with purposive sampling. The study population is grouped into three groups based on ranking of high school (high, medium, low). Samples were students majoring in science conducted by purposive sampling (2 classes for each school). The results show that the most significant influential factors in student choice of institution are field of study offered and the higher education institute's ranking. Nuclear family members are the main source of information but the choice of field and institution is generally the student's own. The results of the multinomial logistic regression indicate that the factors that have significant influence in the choice are gender, family assets, parents' of education, potential work opportunities, sources of information and desired field of study. These results will enable IPB to more effectively influence the preference of high school students so that they are more inclined to attend the university. This study also provides an example of the way the methodology can inform a higher education institute's recruitment program so it is better tailored to the target consumers.