This study aims to develop a comprehensive HEI choice intention (CI) model to understand how social influence (SI), brand equity (BE), and HEI factors influence attitude toward HEI (HEIA) as well as how the HEI attitude is a mediator of the relationship of these variables with the HEI CI. Data collected from 1633 high school seniors via online questionnaires was analyzed using structural equation modelling. The findings show that HEI attitude fully mediates the relationship between SI and HEI fully on CI while partially mediating BE's relationship with CI. This study contributes to the theory by providing a model to measure HEI CI that reflects the important role of attitude during HEI choice. Findings also provide guidance to the practitioners in terms of suggesting marketing strategies to be competitive, especially in the new education outlook emerging from COVID19 experiences.