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The Minister of Research, Technology and Higher Education of the Republic of Indonesia has classified and ranked national universities. Previously, some rating agencies have classified and ranked college and universities both nationally and globally. The objectives of this study are to analyze public perception on the reputation of the rating agencies and to investigate community preferences in selecting a college or a university. Survey method conducted on some of students, lecturers, and general public. The sampling technique is accidental sampling. The number of respondents is 123 respondents. The analysis technique is descriptive analysis and conjoint analysis. The results show that most of the respondents do not recognize on independent higher-education ranking agencies’ result, most of the respondents recognize BAN-PT only. However, the results of higher-education ranking are taken seriously by the leaders and the managers of college and university. They take it as a basic policy to achieve the best higher-education. In addition, the public preference towards college or university shows the high score with various aspects of consideration because they should be able to give more value to the public. Almost all aspects of preferences have high rank, except for the aspect of prestige. The highest preference in selecting a college or a university is reputable aspect and program study that conformity with student’s interests. Keywords— consumer perception; preference; HigherEducation Ranking Agency.

Analysis of Perception and Public Preference on Reputation of Higher-Education Ranking Agencies