Factors affecting the choice of Islamic educational branding : a study from IIUM international students’ perspective

Abstract

The main purpose of this research was to investigate the factors influencing international students’ choice of Islamic Educational Branding at the International Islamic University Malaysia (IIUM). The study was guided by the theories of consumer behaviour and brand management with an aim to examine six key objectives and hypotheses. The sample size for the study was 355 international students determined using proportionate random sampling technique to ensure that each and every stratum of the population is equally represented in the study without any bias. To conduct the study, a quantitative approach was adopted whereby a survey whose validity and reliability indices were established at 0.9 and 0.8 was used for data collection, respectively. For data analysis, both descriptive (frequency and percentages) and inferential statistics (ANOVA and Regression Analysis) were employed. The analysis was executed with the help of Statistical Package for Social Science (SPSS) version 25. The findings revealed that university’s academics, facilities, campus life, reputation, industrial linkage and access have statistically significant positive impact on international Students’ Choice of Islamic Educational Branding at the IIUM. Additionally, it was shown that facilities and academic activities were the key factors with greater influence compared to other variables. Finally, the study recommended that the management of IIUM and the Malaysian Government make greater efforts to improve these areas to attract more international students