Institutional Factors Influencing Students’ College Choice Decision in Malaysia: A Conceptual Framework
Joseph Sia Kee Ming

Abstract
Intense competition in the higher education sector in Malaysia has forced many universities to become “entrepreneurs” and implement marketing strategies in recruiting students both locally and abroad. The objective of this paper is to develop a conceptual framework to explore the institution factors that influence students’ college choice decision in Malaysia. The independent variables that have been identified to have influenced of students’ college choice decision are location, academic programme, college reputation, educational facilities, cost, availability of financial aid, employment opportunities, advertising, Higher Education Institutions (HEIs), representatives and campus visit.

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