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Breaking Barriers: Exploring the Gender Moderation in Factors Affecting University Choice for Students

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Islamic Finance

Part of the book series: Contributions to Management Science ((MANAGEMENT SC.))

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Abstract

The current study seeks to determine the stages of high school graduates’ decision to enroll in higher education institutions (HEIs) by examining the influencing factors in relation to the student’s university choice decision-making process in Malaysia. The survey has been done by collecting quantitative data. Over the 6-month collecting data process, 253 students responded, with 220 surveys completed. Usable data from surveys were analyzed using the AMOS 24.0 software. The study employed a 20-item adopted and adapted questionnaire measuring the mentioned factors. The study discovered that university reputation, teaching staff quality, and campus facilities significantly influenced school leavers’ university choices, but the promotion variable did not. Gender moderated the relationship between university reputation, staff quality, and students’ enrolment intentions. These findings are essential for decision-making and can guide higher education marketers in improving strategies to attract students.

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Author information

Authors and Affiliations

  1. Faculty of Accountancy, Management and Economics, New Era University College, Kajang, Selangor, Malaysia

    Han Kok Heng

  2. Faculty of Art and Sciences, New Era University College, Kajang, Selangor, Malaysia

    R. X. Wang

  3. Academy of Language Studies, Universiti Teknologi MARA, Melaka, Malaysia

    Chun Keat Yeap

  4. Faculty of Leadership and Management, Universiti Sains Islam Malaysia (USIM), Kuala Lumpur, Malaysia

    Izwan Harith Md. Ithnan

  5. Universiti Kuala Lumpur–Malaysian Institute of Information Technology (UniKL MIIT), Kuala Lumpur, Malaysia

    Ira Syazwani binti Zainal Abidin

  6. Department of Mass Communications, V01-06-01, Lingkaran SV Sunway Velocity, Kuala Lumpur, Malaysia

    Pei Yee Lai

Authors
  1. Han Kok Heng
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  2. R. X. Wang
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  3. Chun Keat Yeap
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  4. Izwan Harith Md. Ithnan
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  5. Ira Syazwani binti Zainal Abidin
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  6. Pei Yee Lai
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Corresponding author

Correspondence to Han Kok Heng .

Editor information

Editors and Affiliations

  1. Department of Finance, University of Sousse-Tunisia and University of Salamanca-Spain, Monastir, Tunisia

    Nadia Mansour

  2. Faculty of Law, University of Salamanca, Salamanca, Spain

    Lorenzo Bujosa

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Heng, H.K., Wang, R.X., Yeap, C.K., Ithnan, I.H.M., Abidin, I.S.b.Z., Lai, P.Y. (2024). Breaking Barriers: Exploring the Gender Moderation in Factors Affecting University Choice for Students. In: Mansour, N., Bujosa, L. (eds) Islamic Finance. Contributions to Management Science. Springer, Cham. https://doi.org/10.1007/978-3-031-48770-5_28

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