Factors Affecting Students' Preferences Towards Private University College in Malaysia.

Sakinah Husain; Hasmah Safiei; Anisah Ghazali; Nur Nazihah Mohd Nazir; Nor Izzati Nor Redzuan; Fadhilah Abdul Ghani

Purpose: The main purpose of this study was to determine the factors that affecting students' preference towards private university college and to focus on the essential factors in making it more attractive to students; thus attracting higher enrolment. Design/methodology/approach: This study was carried out using questionnaires to students in several private university colleges and all questionnaires are distributed according to the convenience sampling method. All information and findings obtained were analyzed using Statistical Package for Social Sciences (SPSS). Findings: There is a positive relationship between financial, quality, people, employability and student's preference towards private university college. Research limitations/implications: From 320 questionnaires distributed, only 300 of them were used for further analysis while another 20 were removed from the data due to the fact that their responses were not consistent and considered as biased. Practical implications: Based on the results, authorities should seek for improvement of the whole aspect includes the quality, physical aspects, facilities, resources that provided to students. Originality/value: Previous researches examined factors towards students' preferences from various settings. However this research only focused on four factors namely quality, financial, employability and significant people to determine which factor are most contribute to students' preference.

PRIVATE universities & colleges; HIGHER education; EMPLOYABILITY; DECISION making; SAMPLING (Process)

Global Business & Management Research, 2018, Vol 10, Issue 3, p535

1947-5667

Academic Journal