| dc.description.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. | en_US |
