Private colleges (PTS) Institution has sought to enhance its quality by following the norms of the national accreditation through the BAN-PT, this is done considering the rivalry between colleges in West Java is very tight, so that the private colleges (PTS) and government universities (PTN) already can be synchronised through the valuation of such accreditation. The purpose of this research is to examine, analyze, and interpret the results of the study on the description of the reference group, perceived value, the image of the institution, and the decision of the College student select private institution. To analyze review, and interpret the results of the study on the relationship of reference group with perceived value. To analyze review, and interpret the results of the research on the influence of partially, in particular: the influence of groups of references to the image of students in private higher education institutions. The influence of perceived value to the image of students in private higher education institutions. The reference group influences of students choose private college students. The influence of perceived value of college students choose private college students. The influence of the image of the institution against the decision of the students choose private college students. Obtained results of study on the influence of simultaneous reference group and the perceived value of students against the decision of the student through the image of the institution. The methods used in this research is a descriptive survey method and explanatory survey method. The type of investigation in this research is the causality, by finding causal relations as a result of an event that examined. While the unit of analysis in this study is institution in West Java (Data PTS and Prodi with the accreditation of A, B, and C of annex 13), as well as his observation unit is a first-level students, with a sample size of 600 people. The findings from this research result is apparently the image of students in higher education institutions will be perceived positively when the student perceives the value felt by them. But the students will decide to select college students when there is a reference group that encourages them. Whereas when viewed indirectly, then the student's decision to select college students more dominant are determined by students ' perceived value through the image of the institution.
