Factors Influencing College Students' Educational Enrolment Choice in Private Higher Education Institution in Klang Valley, Malaysia

Abstract

Education enrollment at private higher education institutions (PHEIs) is a key focus of the Malaysian goverment, in accordance with the government's objective of promoting Malaysia as a regional hub for higher education in Southeast Asia. The goal of this study is to investigate the variables that affect college students' selection of PHEIs in the Klang Valley. The study centers on the effects of three key factors—cost, brand image, promotions and marketing—on students' selection of PHEI, with brand image serving as a mediating variable. The findings indicate that PHEI selection by college students is mostly influenced by brand image, with little to no effect from price, promotions and marketing. The findings also demonstrate that marketing, promotions, and pricing all have an impact on a PHEI's brand image. Additionally, it is discovered that brand image acts as a mediator affecting how pricing, marketing, and promotions affect college students' choice of PHEI. The study's conclusions offers recommendations to PHEIs on how to revamp their marketing strategies and highlight important elements that may have an impact on student enrollment.