Factors Affecting Students Attraction Towards Jordanian University

Abstract

The aim of this study is to investigate the factors influencing the attraction of students’ selection of Jordanian universities. For this purpose a model has been designed to test these factors. The model is divided into seven dimensions including: university’s attributes, economic factors, Geographic factors, reference groups and marketing communication, Attraction and Selection University.

Seven hypotheses were developed based on the dimensions of the study as well as the relevant literature to achieve this aim, the researchers used a convenience sampling technique. A total of (321) respondents completed the research questionnaire, which distributed in (6) private universities which located in Amman. The distributed questionnaire consists of (35) questions that measured using a 5 points liker scale.

The collected data were analyzed by using spas for descriptive statistic and amours analysis to assess the structural and measurement model for the proposed study model.

The findings indicated that is an impact of all factors on the attraction of students for selection universities.

Also, the findings showed the complementary partial role of attraction between the study factors and students' selection for universities.