Individuals’ Intentions for Overseas Education Consultancy Service in Higher Education

Abstract

The purposes of this research were (1) to study the intention of using overseas education consultancy in higher education classified by demographic factors (2) to study the perception of studying abroad and the perception of overseas education consultancy and (3) to study the intention of using overseas education consultancy in higher education and the interest of study aboard, classified by new Marketing Mix. The sample groups were 200 people of high school students in public schools, private schools, and non-students. The research tool was questionnaires. The research has proceeded with Quantitative Research, and all data collection has been analyzed by using descriptive statistics, frequency, percentage, mean, Standard Deviation (SD), t-test, F-test (One-way ANOVA), and Multiple Regression Analysis. The results of the analysis showed that the demographic factor, monthly family income, and the main objectives in studying overseas, affect the intention level of using overseas study consultancy in higher education statistically significant at 0.001. The perceptions of study abroad and overseas study consultancy’s effect on the intention to use overseas study consultancy in higher education are statistically significant at 0.05. Two of the 4E Marketing Mix factors, 4E: Every place factor and 4E: Evangelism factor, have an effect on the intention of using overseas study consultancy in higher education statistically significant at 0.05.