University Image:

Intention to Enroll Among Grade 12 Senior High School Students of

Eastern Samar National Comprehensive High School in
Eastern Samar State University

A Research
Presented to the College of Hospitality Management Department
EASTERN SAMAR STATE UNIVERSITY

In Partial Fulfillment of the requirement in

MARKETING RESEARCH
CebagaJiraldine N.
Platon, PilagioII
Librando, Hannah Rose
Guimba, Liezel
Capones, Ivy B.
Ogalina, Nick Angelo
Herbon, RendseyAntonette
Baleña, Nhastly Monic

BSBA_3MM A&B

Jude Picardal
Research Advisor
 CHAPTER 2
REVIEW OF RELATED LITERATURE
This chapter exhibits the related literature and studies of the factors influencing
the students intention to enroll in the university.

1.0Effects of External Variables

In the study conducted by Ajzen and Fishbien, they examined the potential
effects of variables external to the theory, such as demographic characteristics,
personality traits and traditional measures of attitudes toward people or
institutions. Although they do not deny the external variables of this kind may
sometimes be related to behavior bur from their point of view the variables can
only affect behavior indirectly. That is external variables will be related to
behavior only if they are related to one or more of the variables specified by the
theory.

1.1Gender
According to Dick & Rallis, (1991),Rojewski&Hill, (1998),and UNESCO, (2011)
that another personal factor that influences students career decision making in
relation to IVET is their gender bias. Historically , in both the west and east,
vocational education programs were dividedinto female and male occupations.
Accordingly, female students predominantly enrolled in occupational programs
such as childcare, social worker, nursing and medical assistant, household
management and secretarial jobs, while males enrolled in auto mechanics,
plumbing, electricity, Carpentry, metal work, and others that required manual
labor.
U.S Department of Education, (2016) and National Coalition for women and girls
in education, (2013) states that this legacy is still in place despite the numerous
initiatives taken by policymakers, educators, and international organizations to
improve gender equality in access to careers deemed as nontraditional by
gender.
In the United States, the Carl D Perkins Career and Technical Education
Improvement Act of 2006, Brustien (2006), specifically its Core Performance
Indicator addresses gender equity and participation in CTE programs considered
nontraditional by gender.

1.2 Family Income

Economic factors involved family economic status or family income, and students
economic and financial expectations from their prospective occupations,
including job opportunities. In the study of Lamb (2011) and Polat (2014) have
found that it is usually students poor economic status that makes them enroll in
universities because they either are not able to pay for college education or they
what to join the labor market sooner to provide for their families. Lamb (2011)
states that “ for disadvantaged groups, it is the economic outcomes which makes
both a source od dependence and potential source of liberation”.

2.0 Factors Influencing students intention

In the study conducted by Chapman (1981) Demonstrated the influence of
various factors on student college choice and reported that personal aspiration,
performance at school and external factors contributes more to college choice.

2.1 Academic Factor

2.1A. Curriculum
According to Moore, (2006)Curriculum quality was all of the learning interaction
planned and guided by a school that students can practice in groups or
individually through content, materials, resources, and assessment processes to
achieve educational objectives. Knight and Yorke (2002) showed that the
curriculum quality defined the skills, knowledge, and qualifications that graduates
will develop and their preparation for a career. Meanwhile, Browne et al., (1998)
the curriculum quality and courses quality issued by university could affect the
satisfaction and decision making of the students. And also in the academic field,
student satisfaction data had helped colleges and universities to develop
curricula to meet changing market needs (Ten Eyck et al., 2009; Witowski, 2008).

2.1B Academic Program offerings

Academic program offerings, its content range and duration were noted to have a
significant impact on a student’s University selection (Ford et al., 1999).
Moreover, Ford et al. (1999) list important factors students Think about while
deciding where to study, including the range of study programs, flexibility of
degree Program and range of degree options. Most of the Research studies
found that the strongest predictor Of university choice is the institutional image
(Lay, Maguire, 1981; Murphy, 1981; Keling, 2006).

2.1C School Ranking

In the study of Migin et al. (2015) highlighted that high ranking in market
contribute to the elements of decision making by students during the enroll
process.According and Maniu (2014), reputation for a HEI is derived from
ranking; its reflection of good reputation is built by age, accreditation and
competitiveness of admission and brand name. They stated that universities with
a respectable identity would derive the institution to have a better-perceived
value to a target market than its rivals can provide. Ranking helps HEI to build up
their reputation and where they stand in education industry. Yusuf et al.
(2017)indicated university ranking is something built based on a performance.
Academic reputation is important for the PHEI to manipulate the status as part of
their marketing gimmick and competitive advantage. University ranking at the
same time to be used by the PHEI to portray their outstanding level in the
market. Students may aim to join the ranked university in order to secure and
satisfied themselves in the prominent universities.
2.2 Non Academic
2.2 A Health Services
2.2 B Administrative Services
According to (Kaur &Bhalla, 2018)College administration was the administrative
service which was provided services including staff availability during working
time, the immediate service without delay, their attitude and behavior toward the
service recipients, their effectiveness of record-keeping, and the quality of the
college security service. Furthermore, the non-academic aspects also were an
administrative aspect which was a facilitator for students’ academic work, which
was the responsibility of administrative staff, and also concerned about the ability
and willingness of administrative staff to provide equal services and protect the
confidentiality of student information (Abdullah, 2005, 2006). Meanwhile, Hardi et
al. (2020) found that the non-academic aspects had a positive and significant
effect on students’ satisfaction such as the ability of administrative staff to store
students’ data, always keeping promises, and always giving quick and efficient
responses. And Galloway (1998) found that the frontline staff who were important
indicators of the quality of administrative work to students such as the
appearance of professional in office, always assist to students, attractive staff
uniforms, and contact at any time had influenced on student satisfaction and
other customers.
2.2 C Students Services
Satisfaction was a customer’s general behavior to the service being provided or a
feeling that customers expect what they will get and the same as what they
expect (Kunanusorn&Puttawong, 2015). Students’ satisfaction was a short-term
attitude that resulted from their experiences with educational services (Elliott &
Healy, 2001). Moreover, Oliver (1980) claimed that the purpose of repurchasing
was strongly based on customer satisfaction, similar to continuing use of the
products or services (Bhattacherjee, 2001). Additionally, Maharsi et al. (2021)
also found the customer satisfaction positively affected purchasing intention.
Hence, the following hypothesis is developed.
2.2 D Facilities
University facilities can be dividing to some parts, which are academic and non-
academic. According to Rachmadhani et al. (2018)facilities is referred as
physical infrastructure that may benefit the students in their learning process
whether it is related directly to academic or promote the lifestyle of the campus
life. University facilities also not limited to soft skills services built in the study
syllabus that may defer from one PHEI to another or between academies
program. There are many facilities available at the HEI to provide a conducive
environment to student for physical aspects such as place, favourable learning
environment, recreation and sports, cleanliness, safe environment and campus
social life plays a vital role. All these factors act as an additional advantage for
student decisions choice (Garwe, 2016).
In the study conducted by Khairani and Abd (2013)stressed that students make
choice based on the institution facilities that they may require during the study
period.

Those facilities may contribute the positive result in the teaching and learning
process by the students. Cubillo et al. (2006)also highlighted the important of
other facilities that related to campus lifestyle that may create inner satisfaction to
students with the positive surroundings.

2.2. E Logo
September, 2022
MS. JUDE PICARDAL
Colloge of Business Management and Accountancy
Eastern Samae State University

Dear MS. PICARDAL

Greetings!
The 3rd year students of Business Administration Major in Marketing
Management of Eatern Samar State University who are currently enrolled in
Marketing Research (1st Semester, S.Y. 2022-2023) are tasked to come up with
the robust a marketimg research proposal that will be carried out during our
thesis in the upcoming semester, We acknowledge that gaining theoritical
knowledge in Marketing Research is not enough; hence the important of
developing skill in writhing marketing research proposal that will be nescessary in
providing new knowledge that will address the challenges of the modern
businesses especialy in the field of marketing.
As an integral part of our course requirements we are tasked to conduct a
research on the theme “ Image Reasearch” at the moment, wwe are requested to
form our research committee to assist us in our study, and to provide supervision
and guidance.
In thus regard, we have choseen you to be our research adviser because we
acknowlegde that your expertise and knowledge in the field of Marketing and
research would be valueable towards the competition of our reasearch proposal,
and eventually out thesis in the upcoming semester,
We hope that this letter would find you well. Thank you and God Bless!

Respectfully,
CEBAGA JIRALDINE N.
Group 9
Noted by; Confirm by;
JUDE PICARDAL, MMA JUDE PICARDAL
Instructor (Marketing Research) Adviser
September 29 2022 September 29 2022
 CHAPTER 1
INTRODUCTION
Background of the study
University plays a very significant role in student’s life. University affects students
daily activities, Their overall perception and contribution to long term knowledge,
and instills career values that their university experiences and academic
performance can reflect upon. This study is based on the factors influencing
student enrollment and choice of university. With an aim of gaining a useful
insight on the factors involved in student’s choice of university, taking into a
consideration students personal students personal experiences. In order to
attract students who wish to study on a certain field, a careful planning of
recruitment and promotion strategies is needed, along with the good
understanding of students expectations, habits and most important factors that
can influence their decision to enroll or not enroll in the university.

Higher education institutions play as an important pillar for human resources

development, play a crucial role in the economic growth and overall development
of countries worldwide. The upcoming period brings even more intense scenarios
of competition among educational institutions, where higher education institutions
need to explore new ways in order to compete and survive.

In the study conducted by Landrum et. al. (1998) stated that the university’s
image may represent a valuable intangible asset in the competitive area because
by gaining a positive image from the environment, educational institutions around
the world have spent large amounts of money on communication campaigns to
attract prospective students. Moreover Kotler, Fox, (1995) the corporate image
sometimes can be more important than its quality, because it is an image that
actually influences choices made by students at a particular institutions
researchers also claim that the image is one of the main factors influencing
student’s willingness to apply for enrollment (Yavas, Shemwell,1996; Landrum et.
al.1998; Pamareswaran, Glowacka 1995).
Statement 0f the Problem
This study is intended to determine the factors that influence
students decision making in choosing in enrolling in a university.

Specific Problems
Specifically, this study sought to answers the following
questions:
1. To know the demographic profile of the respondentsin terms of

a. Gender
b. Age
c. Strand
d. Family income

2. To identify factors Influencing the students’ intention to enroll in terms of;

a. Academic Factor
*Curriculum
*Academic Programs Offering
*School Ranking
b. Non-Academic Factor
*Health Services
*Administrative Services
*Students Services
*Facilities
*Logo
3. To find out the correlation between the demographic profile of the
respondents, and factors that influence the students intention to enroll.
General Objective
This study Aims to determine the factors influencing students
decision making in enrolling in university;

Specific Objective;
Specifically, this study aims to;
1. To know the demographic profile of the respondents in terms of;

a. Gender
b. Age
c. Strand
d. Family Income

2. To Identify factors influencing the students intention to enroll in terms of;

a. Academic Factor

*Curriculum
*Academic Programs Offerings
*School Ranking
b. Non-Academic Factor
*Health Services
*Administrative Services
*Students Services
*Facilities
*Logo
3. to find out the correlation between the demographic profile of the
respondents, and factors that influence the students intention to enroll.
Significance of the Study

This study Aims at determining the factors influencing the Eastern

Samar National Comprehensive High School Students decision making enrolling
in Eastern Samar State University. This study is beneficial for the students,
among them are the following;

The Commission of Higher Education (CHED), will benefit from

the result of this study in such a way of knowing

Likewise, the Students, will benefit from the result of this study
since this will also serve as

The University, as an institution really benefits from the success

and result of this study since it is
Scope and Delimitation
Student’s Intention in enrolling in a university is considered
through what a university can offer in a better education and services, It influence
a student’s decision making. With this the domain of this study covers the
Eastern Samar National Comprehensive High School as the Research locale.
The Grade 12 students of this school is the Respondents of this study wherein,
an adopted and modified survey questions as the instrument in gathering the
date needed in knowing the factors that’s influence the students decision making
in Eastern Samar National Comprehensive High School. To know the factors
that influence students intention to enroll is the focus of this study. Moreover, the
expectancy and span of this study consumes as of the end of the semester for its
partial fulfillment.

The possible hindrance of that may occur in this study is

the lack of honesty or sincerity of the respondents more especially the students
regarding their factors that influence their intention in enrolling in the University
yet the researcher will be patient enough to courteously asked the sincerity and
honesty of the subjects to come up with a successful result.
Definition of Terms

Intention -according to the Merriam Webster

Dictionary, intention is a determination
To act in a certain way. To what one
Intends to do or bring about.

Services -
Factor
University
Influence
 Figure 1; Conceptual Framework

Factors Influencing students Intention to Enroll

Academic Factors Non-Academic Factors

*Curriculum *Health Services
*Academic Program Offerings *Administrative Services
*School Ranking *Student Services
*Facilities
*Logo

The figure above shows the factors that influence the students Intention in
enrolling in the University and the factors and the variable are seen to possess a
Hypothesized relationship., this hypothesized relationship is represented by an
the arrows showing its correlation.
Theoritical Framework