Indonesia is facing new challenges in the higher education sector, namely, a move towards establishing institutions as legal entities and changes in university autonomy and funding mechanisms. Recent reforms are often seen to be leading to an increasing privatisation and marketisation of public universities. The transformation of higher education from the dependency of government funding to the competitive market indicates that universities have to compete for students in the recruitment markets. Consequently, the motivating factors for students in choosing a university have undergone change also and the role of marketing in student recruitment have increasingly important. This paper proposes factors that may influence student choice in the selection of an Indonesian Public University. The research design will be conducted by mixed-method approach supported by qualitative and quantitative data analysis. Respondents of this research will be first-year undergraduate students at public university in Indonesia. The paper argues that university marketing is needed to understand its customer needs and wants in order to remain competitive and survive among higher education providers. It is hoped that this study will help Indonesian universities to improve their knowledge on how to deal with the influences and in student recruitment strategies.