Parental Advisory: Identifying Parents' Influence on Intentions to Study Abroad

Huda, Maulana (2020) Parental Advisory: Identifying Parents' Influence on Intentions to Study Abroad. PROCEEDING THE 2nd INTERNATIONAL CONFERENCE OF BUSINESS, ACCOUNTING AND ECONOMICS (The 2nd ICBAE 2020).

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Abstract

Studying abroad is one of the most significant investments that someone makes in their entire live. Despite that, current literatures on marketing towards international students and their parents have been lacking. Conducted in Summer 2019, this study sought to investigate the influence of the parents on international students„ decision making in study abroad. The study found an inconclusive pattern that is not as quite decisive to suggest or discourage marketing towards these students' parents. Therefore, the result of the study urged higher education institutions to be strategic about spending their marketing costs towards parents. They need to have a deep understanding towards their students through segmentation so that they can decide whether marketing towards their parents is the best option that can provide the greater expected ROI or not.

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