Perceived Competitiveness in Malaysian Higher Education:Role of International Student Recruitment Strategies

Abstract

This study investigates the key factors influencing Malaysia’s perceived competitiveness in attracting international students, focusing on international students’ satisfaction, cultural diversity, perceived quality, safety and security, and affordability. A quantitative research approach was adopted through a structured questionnaire that was distributed to 150 international students in different countries who study at private universities in Malaysia. Stratified sampling was used to ensure representation across different nationalities, academic programs, and levels of study. SEM was used to analyze the data to test the proposed hypotheses. The findings reveal that international students’ satisfaction, cultural diversity, safety and security, perceived quality, and affordability exerted significant positive effects on perceived competitiveness. These results highlight the importance of enhancing the satisfaction of international students, maintaining a safe environment, and offering affordable education to boost Malaysia's global standing in higher education. The study provides contributes to the theoretical advancement of international education literature and offers practical implications for university administrators and policymakers. The study acknowledges several limitations and proposes directions for future research.