FACTORS INFLUENCING INTERNATIONAL STUDENT’S DECISION IN CHOOSING STUDY DESTINATION ABROAD

Abstract

Institutions of Higher Education is an important sector that contribute in a country development highly and competitively. International students are seen as one of the sources of income and main criteria in order to achieve the vision and mission to be at international level universities. Correspondingly, understanding the factors that influence students' decision in choosing study destination abroad is viewed as an important aspect in the process of internationalization status recognition. This concept paper search on the factors influencing the decision of students to study abroad where university is able to use the knowledge in planning the marketing strategy as well as to increase the enrollment of international students. The discussion also shows the importance of understanding the motivation and the cause of international students choosing the program and the university course of their choice. Furthermore, convergence is also given to the relevant and significant factor in influencing those students' decision to choose study destination abroad. From this perspective, some suggestions and implications in formulating the marketing communication strategy towards the target group of international students is considered as one of the actions to be taken by university in order to increase the intake of international student. Generally, this concept paper contribute in enhancing the understandings of various factors identified in previous studies and the connection with the preferred study destination. This knowledge is very useful in formulating the effective communication and planning the recruitment of international students'strategy.