Abstract:

This study aims to explore Sarawak prospective students’ views on important criteria in selection a higher education institution. Survey questionnaire was conducted on 512 prospective students in Sarawak. Data collected from the survey was analyzed using SPSS programme. A series of analyses, including descriptive and factors analysis were conducted on the data. Results suggested that prospective students in Sarawak consider programme, Cost (financial aid), location, high school personnel, peers and friends and campus visit as important criteria in selecting higher learning institution. Future research suggested to be carried out is on other aspects that influence student college choice decision such as academic achievement, educational consultant, and accreditation. Another direction for future studies is exploration of mediating variable such as parents’ expectation and encouragement on college choice decision.