Factors Influencing Prospective Students to Join Higher Learning Institutions: Insights from Mbeya University of Science and Technology

Abstract

The recent expansion of educational boundaries has created a competitive market, and higher learning institutions are resorting to digital marketing to reach out to prospective students. This study investigated the factors that affect potential students’ enrollment in Higher Learning Institutions (HLIs). A sample size of 384 was used in the explanatory cross-sectional study design. We used both descriptive and inferential analyses. The results showed that students' education level and entry credentials were statistically significant at p<0.05 and p<0.01, respectively, while income level was statistically significant at p<0.01. It was also discovered that the National Council for Technical and Vocational Education (NACTE), alumnae, the Tanzania Commission for Universities (TCU), and university websites were trustworthy sources of information. Therefore, academic level, entry qualification of the respective institution, NACTE, alumnae, TCU, and university website influence information search on HLI opportunities. It is suggested that HLIs make admission qualifications available to prospective candidates and commit to quality programmes and excellent services.