Final year undergraduate students attitude toward the University Advertising

Abstract

The purpose of this study was to identify final year undergraduate students’ attitude toward university advertising. A total of 306 final year undergraduate students from four different faculties (Education, Science, Electrical, and Mechanical) at Universiti Teknologi Malaysia were selected using a multi-sampling method. In order to assess students’ attitude, the important factors that influence students’ decision to choose a university were identified. These factors were divided into six main categories: i) educational, ii) economic, iii) university campus environment, iv) environmental facilities (on campus), v) environmental facilities (outside the university campus), and vi) related career opportunities. In addition, parental education, family monthly income, and students’ personality were considered as other potential factors to be assessed. In this study data analysing process were done through development statistical tests such as T-test, Cronbach’s alpha, Spearman correlation, and Multiple Regression. The findings indicated that there were significant positive relationships between students’ personality and their attitude toward the six main categories. The findings suggested that Educational Category was a strong predictor that influenced students’ attitude with the Accepting and Rational personality types. The environmental facilities (on campus) influenced students’ attitude with the Responsible and Reserved personality characteristic types. The results of this research may help universities to provide appropriate and useful information in their advertisements to prospective students. Such information may contribute to career and decision making among prospective students for higher education.