This research aimed to study the behavior and band perceptions university ‎that affect decision making ‎study higher education of senior high school in the upper northeast. The samples used in this study were 400 undergraduate students from 12 extra large schools during academic year 2017. The method used for sampling was purposive sampling. Questionnaires were used to collect the data. The statistical methods used to analyze data were frequency, percentage, mean, standard deviation and factors analysis The results were consistently shown that : The behavior of undergraduate students concerning the factors affecting decision to study in higher education level was promotion at high level second was product or service next was distribution channels process price physical evidence and people or employees. (0.899) Value of KMO (Kaiser-Meyer-Olkin there for people or employees : 1) Faculty were qualification, experience in teaching, more knowledgeable, to carry high technology for their student. 2) Product or service 3). Price : scholarship, loan 4). Promotion : recommend by friend, cousin and 5). Physical evidence.