The influence of university image on students’ enrollment decision: A literature review

Abstract

Recently, competition between universities in attracting new students has become increasingly fierce. One of the aspects to be considered in attracting new students is the university's image. This literature review aims to systematically review previous studies that theoretically test the relationships among university image, university performance, and university choice. The design of the study is exploratory through a literature review to answer the research objectives. The researchers found various studies investigating the influencing factors of university choice based on the literature that have been collected. Likewise, academic image was found to have a significant effect on university choice. Various studies show that research performance can be measured by several variables, such as research excellence, scientific research capabilities, research productivity, strategic alliances through collaborative research, research quality, responsible scientific behavior, and salaries for scientific productivity. In addition, academic image can be measured from program-level image, institutional-level image, and academic performance.