INFORMATION REQUIREMENTS IN THE SELECTION OF INDONESIAN HIGHER EDUCATION INSTITUTIONS: EVIDENCE FROM EDUCATION EXPO VISITORS

Abstract

This study examines the required information and its importance that used by visitors of an education expo to select Indonesian higher education (HE) institutions. The visitors were dominated by the final year students of high schools that are located in the city of Jakarta, Indonesia. The study also investigates preferred promotional tools considered effective by the visitors that influence their choice of Indonesian HE institutions. The results indicated that the top three (in order) of the required information that used by the visitors to select Indonesian HE institutions were scholarships offered, teaching quality and faculty accreditation. Teaching quality, faculty accreditation and scholarship were the top three factors (in order) to be perceived importance by the visitors in the choice of Indonesian HE institutions. Regarding, HE promotional tools considered the most effective that influenced the visitors in selecting Indonesian HE institutions were national television, university presentation and university website. The study results provide important insight for policy makers in Indonesian HE institutions to develop marketing strategy, particularly the strategy related to recruitment and advertising, due to the visitors are potential students of Indonesian HE institutions.