The determinant factors of influencing students' enrolment at UTMSpace / Farah Izyan Mohd Zainal, Syahnaz Khairul Anuar and Idris Hussein

The Malaysian higher education sector is currently characterized by keen competition. Both public and private Higher Education Institutions (hereinafter referred to as HEI) find themselves mandated not only to fulfil educational objectives but also to navigate economic exigencies for sustained viability. Educational institutions are forced to compete with one another to attract students in the various recruitment marketplaces. Besides that, the advent of global economic changes has exerted a significant influence on universities, compelling them to broaden their academic offerings to meet the evolving demands of the market. In order to ensure the perpetuation and preservation of the esteemed image and reputation of the HEI, the management must undertake a comprehensive investigation and identification of the factors that exert influence and allure upon students when making the crucial decision to pursue further studies in tertiary education. This study aims to determine the factors that influence student enrolment at one of the established public universities in Malaysia. The objectives of this research are also to analyse the impacts of brand image, service quality, the university's reputation, and also the financial factor towards the enrolment student at School of Professional and Continuing Education, Universiti Teknologi Malaysia (hereinafter referred to as UTMSP ACE). The result of this study indicates that all independent variables (brand image, service quality, university's reputation and financial factor) have a significant relationship to Student enrolment. This paper concludes by presenting recommendations for future research, suggesting potential areas of inquiry and avenues for further exploration in the academic domain