FACTORS AFFECTING STUDENT DECISIONS TO STUDY AT ASIA-PACIFIC INTERNATIONAL UNIVERSITY
The main objectives of the research were to study the factors affecting student
decisions to study at Asia-Pacific International University (AIU), to explore the
relationships between personal factors, service marketing mix factors and decision
making behavior. The samples were 178 first year undergraduate students who enrolled
in one of the six Faculties of AIU in the 2013/2014 academic year. The research
instrument was Data was questionnaire. Statistics used for data analysis included
descriptive statistics, T-test, F-test, and multiple regression analysis.
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