Factors influencing students’ intention to study at University in the Faculty of Business Management at Universiti Teknologi MARA Cawangan Melaka Kampus Alor Gajah / Nur Afifah Mohd Nor Jafri

Numerous of university are increasing overtime, that make the university become intense in attracting potential students to study at university. As for the students, it becomes complicated to understand and choose the best programs and university. This is the key issue where the university needs to know the factors that influencing students’ intention to study at university.

The purpose of this research is to identify the factors influencing Students’ Intention to Study at University in the Faculty of Business Management at Universiti Teknologi MARA Cawangan Melaka Kampus Alor Gajah. A proposed research framework that indicates the different factors that influencing the students’ intention to study at university was proposed in this study. While, the instrument was developed based on the adaption from previous studies. The instrument was subjected to validity and reliability test to ensure the appropriation. Result prove that it is appropriate and applicable in Malaysia context. A total of 250 of semester 1 Diploma students in the Faculty of Business Management at Universiti Teknologi MARA Cawangan Melaka Kampus Alor Gajah were selected as respondents of this study. Samples were selected by using judgmental sampling techniques. 250 questionnaires had been distributed to the respondents and only 161 questionnaires were returned. Findings of this study indicated that two from six proposed factors were significant influence on the students’ intention to study at university, which are value of education and institutional information. These findings would provide the university a comprehensive overview of the different factors that play important roles in influencing students’ intention to study at university.