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This study aims to analyze the students decision in choosing a vocational college which is influenced by the marketing strategy analysis of vocational colleges and the image of vocational colleges. The sampling technique is purposive sampling with a total of 210 respondents. The analysis technique used is SEM PLS. Results showed that the marketing mix strategy of the vocational colleges could influence the decision to choose a vocational college through image of vocational college. The image of vocational colleges directly influences the decision in choosing a vocational college. Education services, education costs, promotion, location, quality of lecturers and staff, processes, and a conducive campus environment support in creating the image of vocational colleges and decisions in choosing vocational colleges.