University Enrolment Intentions From Students’ Viewpoint

Abstract

The purpose of this study is to examine the effect of brand equity dimensions and university ranking on students' enrolment intentions. To achieve this objective, this study was able to obtain 200 respondents from the National Energy University's by using a simple random sampling method. The partial least squarestructural equation modeling (SmartPLS) 3.0 was applied to analyse the data in this study. The data then was tested with two major analyses namely a measurement model and a structural model. The results indicate that the two dimensions of brand equity such as brand association and perceived quality have positive relation to students' enrolment intentions. In addition, university ranking has shown a positive influence on students' enrolment intentions at the National Energy University. However, brand awareness has no significant influenced on students' enrolment intentions. The findings in this study may help the National Energy University to craft a right marketing strategy in a way to recruit future students and competing against its rivalry.