THE FACTORS AFFECT THE ENROLLMENT INTENTION OF CHINESE INTERNATIONAL STUDENTS TOWARDS PRIVART UNIVERSITIES IN NILAI REGION

Abstract

The purpose of this research is to examine the factors affecting Chinese international students’ enrollment intention on private international universities in Nilai, Malaysia. The research data collection is through self-administrated online questionnaire and distributed with non-probability sampling method. A total of 170 target respondents have been completed the survey questionnaire and the responses were underran with preliminary analyses to ensure the questions; reliability. Factor analysis and multiple regression analysis were adopted to analyze the effects between independent variables and dependent variable. The
finding of this research study is restricted by the location of target respondents and small sample sized to obtain a more accurate result. The result of the statistical analysis shows that there is a significant effect of the enrollment intention by the proposed independent variables. Based on the research findings, the recommendations are provided to the private international universities in Nilai that, the product, price, advertising and WOM are the most important factors for the marketing department to modify when targeting the Chinese international students.