SOCIAL FACTORS INFLUENCING INTERNATIONAL STUDENT'S DECISION IN CHOOSING STUDY DESTINATION: CASE STUDY IN UNIVERSITI MALAYSIA SABAH (UMS)

Abstract

The choice of study destination for international students abroad has been influenced by multiple factors in various aspects including the social, economic, political, trends and many more. This study focuses on factors in the social aspects that can influence the decision of international students in choosing UMS as the right education destination for them to study abroad. The objective to be achieved through this research is to identify social factors that influence the students’ decision to choose UMS as their study destination. The discussion of this paperwork is based on the interviews done with 20 volunteered respondents who are also involved in focal group discussions. Overall, this study aims to contribute in increasing the understanding of the social factors which is also a dominant factor that influence the choice of study destination for international students. This knowledge can become a key to formulate an effective communication strategy as well as the recruitment of international students not only in UMS but at higher education institutions in general.