This research was conducted by aiming to test and analyze the influence of psychological factors, cultural factors, personal factors, and social factors on innovation strategies and the decision of students to choose UIN Alauddin Makassar. The pupulation in this study was all UIN Alauddin Makassar students in 8 Faculties, amounting to 5392 students with a sample of 372 students. The analytical model used in this study is quantitative descriptive and Structural Equation Model (SEM) using the AMOS program. The results showed that psychological factors had a positive and significant effect on the innovation strategy of UIN Alauddin Makassar. Cultural factors have a positive and insignificant effect on the innovation strategies of Makassar's alauddin. Personal factors have a positive and not significant effect on Makassar's UIN alauddin innovation strategy. Social factors have a positive and insignificant effect on the innovation strategies of Makassar's alauddin. Psychological factors have a positive and significant effect on the decisions of UIN Alauddin Makassar students. Cultural factors have a positive and significant effect on the decisions of UIN Alauddin Makassar students. Personal factors have a positive and significant effect on the decisions of UIN Alauddin Makassar students. Social factors have a positive and insignificant effect on the decisions of UIN Alauddin Makassar students. The innovation strategy has a positive and significant effect on the decisions of the UIN Alauddin Makassar students. Psychological factors have a positive and significant effect on the decisions of UIN Alauddin Makassar students through an innovation strategy. Cultural factors have a positive and significant effect on the decisions of UIN Alauddin Makassar students through an innovation strategy. Personal factors have a positive and significant effect on the decisions of UIN Alauddin Makassar students without going through an innovation strategy. Social factors have a positive and not significant effect on the decisions of UIN Alauddin Makassar students without going through an innovation strategy.

Keywords : Psychological Factors, Cultural Factors, Personal Factors, Social Factors of Innovation Strategies and Student Decisions.