Currently, society is entering a new normal period after the Covid-19 pandemic, which has instigated significant transformations in the university admission process. The issue of university admissions has become increasingly challenging in general. This study aims to systematize the theoretical basis and identify the factors influencing the decision of new students to select the Ho Chi Minh University of Economics and Finance (UEF) during the new normal period. The study employs a mixed-method research approach, combining both qualitative and quantitative methods. Through the study, the authors have synthesized relevant theories to identify the factors influencing the decision of new students to choose UEF during the new normal period and develop a research model. The research results reveal that the proposed model includes factors such as Geographical location, Media, Support, Tuition fees, facilities, Brand, Personal characteristics, and Trust directly versus indirectly influencing the decision of new students to choose UEF during the new normal period. This study provides valuable insights for private universities in Vietnam, with particular relevance to UEF. The study offers a number of recommendations that university administrators can utilize to enhance the appeal of private universities to prospective students in the field of Economics and other disciplines. This study can serve as a valuable guide for private university administrators as they develop their enrollment strategies.