Factors Influencing Orang Asli Students’ Intention to Study at A Higher Educational Institution in Malaysia

Abstract

The increasing competition in higher education environments have made it necessary for institutions to persuade students in recruitment market niches. Accordingly, the Malaysian higher education sector has considered several changes over the past years intending to introduce accountability for their services as well as responsibility in helping students to master and gain knowledge. The aim of this study is to identify the main factors that influence the intention to study at Malaysian public university among Orang Asli students. A total of 188 Orang Asli students were selected as the samples and a survey consisting of 17 statements was developed. Discussions were conducted using descriptive analysis method as well as independent sample t-tests. The results revealed six factors that significantly influence the decision-making of Orang Asli students in choosing which institution of higher learning to attend. They are cost of education, degree (content and structure), physical aspects, facilities and resources, the value of education, and course and career information; regarded significant impact on the students’ choice. These findings will be beneficial in the decision-making process of the students and the outcomes play an important role in assisting public university marketers to plan and improve their marketing strategy, particularly concerning students recruitment.