This study investigates the factors influencing students' perceived value toward the University of Finance and Marketing by applying the Theory of Consumption Values, the PERVAL model, and the GLOVAL framework. A quantitative research approach was employed using survey data collected from 208 alumni, and the data were analyzed through descriptive statistics, Cronbach's Alpha, Exploratory Factor Analysis (EFA), Pearson correlation analysis, and multiple linear regression. The findings indicate that the measurement scales are reliable and valid. Among the proposed determinants, Emotional Value has the strongest positive influence on student satisfaction, followed by Conditional Value and Facilities, while Student Support Services also exhibit a positive effect. In contrast, Training Quality, Institutional Image, Staff Professionalism, Social Value, and Epistemic Value do not show statistically significant direct effects. These results suggest that students evaluate their university experience not only through academic quality but also through emotional engagement, practical benefits, and learning facilities. The study contributes to the literature on higher education by providing empirical evidence from Vietnam and offers managerial implications for universities seeking to enhance student satisfaction and institutional competitiveness through a student-centered management approach.