Factor influencing international students' choice of Malaysia higher educations : a case study of IIUM

Abstract

This research explores the factors influencing international students in choosing a public university, by explicitly focusing on the International Islamic University Malaysia (IIUM). Prompted by a decline in international student enrollment at IIUM, in contrast to overall enrollment growth over the past five years, the study aims to identify key factors affecting student decisions and align these with objectives outlined in the Malaysia Higher Education Plan. Utilizing quantitative data from 346 participants, gathered through an online questionnaire and analyzed with SPSS and Smart PLS, the study reveals that university reputation is the most influential factor in student choices, followed by the marketing mix and country of origin. Notably, the university’s reputation emerges as a crucial aspect, aligning with earlier research highlighting its significance in attracting students. Moreover, the research demonstrates the substantial impact of various marketing mix elements, such as program, price, location, promotion, processes, people, facilities, and evidence, on students' perceptions and preferences, that influence their enrollment decisions. The study also underscores the role of students' country of origin, emphasizing the need for adaptive approaches based on the perceived quality of their home country. The results suggest that university reputation, marketing mix, and country of origin significantly and positively impact student choices to enroll in IIUM, with university reputation emerging as the most influential factor. These insights offer valuable guidance for higher education institutions to refine recruitment strategies, strengthen their global reputation, and foster an inclusive learning environment. However, consideration should be given to limitations in sample size and geographical scope in future studies.