Competition of the world of education, especially universities at this time so rapidly for public and private universities. This study aims to determine the preference of prospective students and students in selecting universities in Gorontalo Province. This research uses a quantitative approach by conducting a survey to a number of prospective students who enroll in a number of universities or universities in Gorontalo. The results of research show the most considered factors by respondents (students and students) in choosing a college to continue study is the choice of study program, preferences in choosing a college is the reputation of a college and the encouragement of parents. Costs are no longer the most calculated factor in the selection of universities.