This study aims to describe and explain and analyze the influence of consumer beliefs, attitudes, and perception variables on behavioral intention and the decision of Doctoral Program students to choose private universities in East Java. The contribution of the research is as a study material for Doctoral Program managers to understand the reasons students choose Private Universities, especially in East Java. The sample of this study amounted to 180 respondents. The data analysis method used descriptive statistics and Structural Equation Modeling Partial - Smart Partial Least Square (SEM-PLS). The results of the study show that consumer beliefs and attitudes have a significant effect on behavioral intention, while perception has no significant effect on behavioral intention. Other results show that consumer attitudes and perceptions have a significant effect on the decision to choose, while consumer trust has no significant effect on the decision to choose. Behavioral intention can mediate the influence of consumer beliefs and attitudes towards the decision to choose. On the other hand, behavioral intention cannot mediate the effect of perception on the decision to choose. Finally, behavioral intention has a significant effect on the decision to choose.

Keywords : Cconsumer trust, consumer attitude, consumer perception, behavioral intention, decision to choose