INFLUENCE OF ACADEMIC PROGRAM, TUITION FEES AND LOCATION ON STUDENTS’ DECISIONS TO ENROLL AT UNIVERSITI: A STUDY OF KUALA LUMPUR BUSINESS SCHOOL CAMPUS

Abstract

Purpose of Study: This research focuses on three factors influence students’ decisions making to enroll at private Higher Education Institution (HEI) namely as academic program, tuition fees and location as independent variable and students’ decision making as dependent variable. Theory of Planned Behavior (TPB) applied for this study. Methodology: The survey consists of questionnaire responded by 100 undergraduate students in Universiti Kuala Lumpur, Business School Campus. Data were analyzed by employing exploratory factor analyses and reliability analyses. SPSS version 24 applied. Main Findings: The result revealed for factor loading all items above 0.5, academic program remarks the highest Kaiser Meyer-Olkin (KMO) with .804 and for Cronbach’s alpha tuition fees was the highest one with .819. Implications/Applications: The present study helps in investigating the factors which influence students’ decisions making to enroll at HEI.