Students' preference towards Cosmopoint College Melaka: a case study of Cosmopoint College Melaka / Norain Abdul Razak

In this recent year, there is an intense competition among higher education sectors in Malaysia. This higher competition has forced many universities to be more aggressive in doing and implement marketing strategies in recruiting students locally and abroad. This study is conducted to investigate the factors that significantly influence students' preference towards Cosmopoint College Melaka and to discover whether Cosmopoint College Melaka's students come from family with high income.

The independent variables that have been chosen are financial, quality, significant people and employability. This study employed a quantitative survey of Cosmopint College Melaka's students. The survey instrument that has been used in this study was questionnaire that developed based on adaption from previous study. A total of 150 respondents from Cosmopoint College Melaka were surveyed in this study. Samples were selected using stratified random sampling. The instrument was then subjected to validity and reliability test to ensure the appropriation. Result proved that the instrument is appropriate, and applicable in Malaysia context.

The findings indicated that three factors were significantly influence on students' preferences towards Cosmopoint College Melaka. Besides, this study also showed that parents from low to middle income also send their children to further their studies at Cosmopoint College Melaka. These findings would provide marketers a comprehensive overview of the different factors that play important roles in influencing students' preferences towards Cosmopoint College Melaka.