Volume 07 Issue 05 May 2024
1Noor Emma binti Shamsuddin, 2Agnes Anak Kanyan, 3Siti Farah Lajim, 4Yusman bin Yacob
1,2,3,4Faculty of Business Management, UiTM Mukah, Sarawak Campus
DOI : https://doi.org/10.47191/ijsshr/v7-i05-124Google Scholar Download Pdf
ABSTRACT
The purpose of this study is to investigate the factors that influence students' decisions regarding which institution to enroll in for higher education. The research was carried out among students from three public secondary schools. The quantitative technique was used to collect and evaluate the data. The responses of the 220 participating students to the questionnaire are primarily described using descriptive statistics. Statistical Results of the study indicate that the parents play the major role in influencing the choices of courses and higher learning institutions among students. For the selected courses aimed to be taken at higher institutions, boarding students are well prepared compared to daily students who claim to have little knowledge on the courses selected. Daily students preferred higher education institutions with good courses offered while boarding students considered institutions based on location. Boarding students continue their study at a higher level because of their own interest while daily students want better job opportunities in future. The results of the study can be utilized by the educational marketers to produce appropriate marketing strategies to attract students' interest and promote their products.
KEYWORDS:Higher learning institution, secondary school students, boarding students, daily students, preferences
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