Exploring The Determining Factors That Affect Students' Choice Of University For Master's Degrees - A Case In Ho Chi Minh City

Abstract

Purpose - The purpose of this research was to investigate the factors influencing students' choice of university for their Master's degree, focusing on the case of Ho Chi Minh City. Design/Methodology/Approach - The researcher utilized online questionnaires and collected data from 209 valid respondents using convenience sampling. The collected data was then analyzed using SPSS and AMOS software. Findings - The research findings demonstrated that the reputation and quality of the university, as well as the balance with personal life, directly influenced students' choice of university. Additionally, the motivation factors of enhancing job prospects and seeking an alternative to job were found to be significant. Research Limitations/Implications - The research discussed the limitations encountered during the study and provided practical implications based on the findings. Originality/Value - This study offers valuable insights for universities to enhance their marketing strategies, particularly for Master's programs, by considering students' perspectives. Additionally, it provides valuable references for students who are considering pursuing higher education.