THE IMPACT OF PUSH AND PULL FACTORS ON INTERNATIONAL STUDENTS’ LOYALTY: EXAMINING THE MEDIATING ROLE OF SATISFACTION

Authors

  • Norshamliza Chamhuri Center for Sustainable and Inclusive Development Studies, Faculty of Economics and Management, National University of Malaysia
  • Jing Jing Liu Wenzhou Business College
  • MD Shafiin Shukor Faculty of Economics and Management, National University of Malaysia
  • Trisetia Wijijayanti Department of Management, Faculty of Economics and Business, Universitas Negeri Malang
  • Norlida Hanim Mohd Salleh Center for Sustainable and Inclusive Development Studies, Faculty of Economics and Management, National University of Malaysia
  • Azmafazilah Jauhari Faculty of Economics and Management, National University of Malaysia

DOI:

https://doi.org/10.18623/rvd.v22.n7.3806

Keywords:

Push Factors, Pull Factors, Student Satisfaction, Student Loyalty, Structural Equation Modeling (SEM-PLS)

Abstract

This study examines the impact of push and pull factors on international student loyalty in Malaysian higher education, focusing on the mediating role of student satisfaction. Push factors include limited higher education opportunities in students' home countries, economic challenges, and political instability. Meanwhile, pull factors such as education quality, affordable living costs, institutional reputation, and cultural diversity play a significant role in attracting students to Malaysia. Using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach, this study analyzes data from 512 international students enrolled in public higher education institutions in Malaysia. The findings reveal that pull factors have a significant direct effect on student satisfaction and loyalty. Conversely, push factors do not show a significant effect on satisfaction or loyalty. Additionally, student satisfaction serves as a partial mediator in the relationship between pull factors and student loyalty, indicating that campus experience and support services play a crucial role in shaping international students’ loyalty. These findings emphasize that the attractiveness of institutions and the Malaysian educational environment play a crucial role in ensuring international students' satisfaction and loyalty. This study contributes to providing insights for policymakers to strengthen Malaysia’s competitiveness as a global education destination.

References

Abubakar, A.M., Shneikat, B.H.T. and Oday, A. (2014), “Motivational factors for educational tourism: A case study in Northern Cyprus”, Tourism Management Perspectives, Vol. 11, pp. 58–62, doi: https://doi.org/10.1016/j.tmp.2014.04.002.

Ahmad, S.Z. and Buchanan, F.R. (2017), “Motivation factors in students decision to study at international branch campuses in Malaysia”, Studies in Higher Education, Vol. 42 No. 4, pp. 651–668, doi: https://doi.org/10.1080/03075079.2015.1067604.

Almanwari, H.S.A., Saad, N.H.M. and Zainal, S.R.M. (2024), “The influence of environment & location, personal motivation, and fee & price on satisfaction, attituding and behavioural loyalty among international students in Oman”, Journal of Open Innovation: Technology, Market, and Complexity, Vol. 10 No. 2, pp. 1–15, doi: https://doi.org/10.1016/j.joitmc.2024.100285.

Alves, H. and Raposo, M. (2007), “Conceptual model of student satisfaction in higher education”, Total Quality Management & Business Excellence, Vol. 18 No. 5, pp. 571–588, doi: https://doi.org/10.1080/14783360601074315.

Amaro, D.M., Marques, A.M.A. and Alves, H. (2019), “The impact of choice factors on international students’ loyalty mediated by satisfaction”, Int Rev Public Nonprofit Mark, Vol. 16, pp. 211–233, doi: https://doi.org/10.1007/s12208-019-00228-0.

Aminudin, N., Aziz, S.A.A. and Jamal, S.A. (2023), “International students’ intention to pursue postgraduate studies in Malaysia: The moderating effect of perceived overall tourism attractiveness”, Asian Journal of University Education, Vol. 19 No. 2, pp. 257–269, doi: https://doi.org/10.24191/ajue.v19i2.22236.

Amzat, I.H., Ali, H.M., Ibrahim, M.B., Othman, A., Salleh, M.J. Bin and Najimdeen, A.H.A. (2023), “Internationalization of higher education, university quality service, and international students’ loyalty in Malaysia”, Sage Open, Vol. 13 No. 4, pp. 1–18, doi: https://doi.org/10.1177/21582440231210498.

Becker, J.-M., Klein, K. and Wetzels, M. (2012), “Hierarchical latent variable models in PLS-SEM: guidelines for using reflective-formative type models”, Long Range Planning, Vol. 45 No. 5–6, pp. 359–394, doi: https://doi.org/10.1016/j.lrp.2012.10.001.

Bianchi, C. (2013), “Satisfiers and dissatisfiers for international students of higher education: An exploratory study in Australia”, Journal of Higher Education Policy and Management, Vol. 35 No. 4, pp. 396–409, doi: https://doi.org/10.1080/1360080X.2013.812057.

Bodycott, P. (2009), “Choosing a higher education study abroad destination: What mainland Chinese parents and students rate as important”, Journal of Research in International Education, Vol. 8 No. 3, pp. 349–373, doi: https://doi.org/10.1177/1475240909345818.

Buddhichiwin, P. (2013), The Decision Making and Experiences of Thai Postgraduate Students in the UK: Implications for Marketing Strategies, University of Exeter.

Cheng, M.Y., Mahmood, A. and Yeap, P.F. (2013), “Malaysia as a regional education hub: a demand- side analysis”, Journal of Higher Education Policy and Management, Vol. 35 No. 5, pp. 523–536, doi: https://doi.org/10.1080/1360080X.2013.825412.

Chien, Y.-Y.G. (2015), “International postgraduate students in Britain: Reasons for studying abroad and issues related to adjustment”, International Journal of Technology and Inclusive Education, Vol. 2 No. 1, pp. 724–735, doi: https://doi.org/10.20533/ijtie.2047.0533.2015.0095.

Chirkov, V., Vansteenkiste, M., Tao, R. and Lynch, M. (2007), “The role of self-determined motivation and goals for study abroad in the adaptation of international students”, International Journal of Intercultural Relations, Vol. 31 No. 2, pp. 199–222, doi: https://doi.org/10.1016/j.ijintrel.2006.03.002.

Hailat, K.Q., Alsmadi, S., Nassar, M. and Chung, S.B. (2022), “An investigation of the push–pull factors influencing student selection of higher education: the case of Arabian Gulf students in the UK”, Journal of Public Affairs, Vol. 22 No. 4, p. e2657, doi: https://doi.org/10.1002/pa.2657.

Hair, J.F., Black, W.C. and Babin, B.J. (2010), Multivariate Data Analysis, 7th ed., Pearson Education.

Hair, J.F., Risher, J.J., Sarstedt, M. and Ringle, C.M. (2019), “When to Use and How to Report The Results of PLS-SEM”, European Business Review, Vol. 31 No. 1, pp. 2–24, doi: https://doi.org/10.1108/EBR-11-2018-0203.

Hair Jr., J.F., Howard, M.C. and Nitzl, C. (2020), “Assessing measurement model quality in PLS-SEM using confirmatory composite analysis”, Journal of Business Research, Vol. 109 No. 5–6, pp. 101–110, doi: https://doi.org/10.1016/j.jbusres.2019.11.069.

Hair Jr., J.F., Hult, G.T.M., Ringle, C.M. and Sarstedt, M. (2017), A Primer on Partial Least Squares Structural Equation Modeling, Second., SAGE Publications.

Hair Jr., J.F., Sarstedt, M., Hopkins, L. and Kuppelwieser, V.G. (2014), “Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research”, European Business Review, Vol. 26 No. 2, pp. 106–121, doi: https://doi.org/10.1108/EBR-10-2013-0128.

Henseler, J., Ringle, C.M. and Sinkovics, R.R. (2009), “The use of partial least squares path modeling in international marketing”, Advances in International Marketing, Vol. 20, pp. 277–320, doi: https://doi.org/10.1108/S1474-7979(2009)0000020014.

Hertzog, M.A. (2008), “Considerations in determining sample size for pilot studies”, Res Nurs Health, Vol. 31 No. 2, pp. 180–191, doi: https://doi.org/10.1002/nur.20247.

Hui, O.C. (2014), Determinants of International Student’s Satisfaction in UUM 2014, Universiti Utara Malaysia.

Johanson, G.A. and Brooks, G.P. (2010), “Initial scale development: Sample size for pilot studies”, Educational and Psychological Measurement, Vol. 70 No. 3, pp. 394–400, doi: https://doi.org/10.1177/0013164409355692.

Khalid, J., Nordin, N.M., Ali, A.J., Iftikhar, U. and Jamil, A. (2020), “Exploring Factors Infuencing Student Study Abroad Choice of Destination in the Contemporary Globalized Era”, Akademika, Vol. 90 No. Isu khas 2, pp. 17–28, doi: https://doi.org/10.17576/akad-2020-90IK2-02.

Kock, F., Berbekova, A. and Assaf, A.G. (2021), “Understanding and managing the threat of common method bias: Detection, prevention and control”, Tourism Management, Vol. 86, p. 104330, doi: https://doi.org/10.1016/j.tourman.2021.104330.

Kuo, C.-Y. and Wong, J.-Y. (2019), “Exploring Chinese Students’ Push and Pull Motivations in Influencing Life Satisfaction and General Well-being in Thailand”, Global J. Bus. Soc. Sci. Review, Vol. 7 No. 3, pp. 178–184, doi: https://doi.org/10.35609/gjbssr.2019.7.3(2).

Malhotra, N.K. (2019), Marketing Research: An Applied Orientation, Seventh., Pearson Education.

Maringe, F. (2006), “University and course choice: Implications for positioning, recruitment and marketing”, International Journal of Educational Management, Vol. 20 No. 6, pp. 466–479, doi: https://doi.org/10.1108/09513540610683711.

Maringe, F. and Carter, S. (2007), “International students’ motivations for studying in UK HE: Insights into the choice and decision making of African students”, International Journal of Educational Management, Vol. 21 No. 6, pp. 459–475, doi: https://doi.org/10.1108/09513540710780000.

Maringe, F. and Foskett, N. (2010), Globalization and Internationalization in Higher Education: Theoretical, Strategic and Management Perspectives, First., Bloomsbury Publishing.

Mazzarol, T. and Soutar, G.N. (2002), “‘Push‐pull’ factors influencing international student destination choice”, International Journal of Educational Management, Vol. 16 No. 2, pp. 82–90, doi: https://doi.org/10.1108/09513540210418403.

Mucsi, A. (2021), Study Abroad Motivations, Satisfaction and Loyalty: The Impact of Service Quality, Acculturation and International Student Characteristics in Higher Education, Corvinus University of Budapest.

Negm, E.M. (2018), “Investigating the power of social media in stimulating push and pull factors, encouraging students’ intents to study abroad”, International Journal of Learning and Teaching, Vol. 4 No. 3, pp. 216–223, doi: https://doi.org/10.18178/ijlt.4.3.216-223.

Nurlida, I., Faridah, H., Nooraini, M.S. and Norzaidi, M.D. (2010), “Determining mediating effect of information satisfaction on international students’ college choice: empirical evidence in Malaysia’s university”, International Journal of Scientific Research in Education, Vol. 3 No. 1, pp. 51–63.

O’Rourke, N. and Hatcher, L. (1994), A Step-by-Step Approach to Using the SAS System for Factor Analysis and Structural Equation Modeling, Second., SAS Institute.

Oliver, R.L. (1980), “A cognitive model of the antecedents and consequences of satisfaction decisions”, Journal of Marketing Research, Vol. 17 No. 4, pp. 460–469, doi: https://doi.org/10.1177/002224378001700405.

Padlee, S.F., Kamaruddin, A.R. and Baharun, R. (2010), “International students’ choice behavior for higher education at Malaysian private universities”, International Journal of Marketing Studies, Vol. 2 No. 2, pp. 202–211, doi: https://doi.org/10.5539/ijms.v2n2p202.

Perkins, R. and Neumayer, E. (2013), “Geographies of educational mobilities: Exploring the uneven flows of international students”, The Geographical Journal, Vol. 180 No. 3, pp. 246–259, doi: https://doi.org/10.1111/geoj.12045.

Rich, L.L., Rich, J. and Hair, J. (2018), “The influence of organizational culture on how we define and pursue goals: The value of regulatory focus”, Journal of Organizational Effectiveness: People and Performance, Vol. 5 No. 3, pp. 259–277, doi: https://doi.org/10.1108/JOEPP-03-2018-0017.

Sarstedt, M., Hair, J.F., Pick, M., Liengaard, B.D., Radomir, L. and Ringle, C.M. (2022), “Progress in partial least squares structural equation modeling use in marketing research in the last decade”, Psychology & Marketing, Vol. 39 No. 5, pp. 1035–1064, doi: https://doi.org/10.1002/mar.21640.

Sarstedt, M., Ringle, C.M. and Hair, J.F. (2021), “Partial least squares structural equation modeling”, in Homburg, C., Klarmann, M. and Vomberg, A. (Eds.), Handbook of Market Research, Springer, doi: https://doi.org/10.1007/978-3-319-05542-8_15-2.

Teah, C.W.S. (2019), Investigating Key Factors Influencing International Students’ Choice of Private Higher Education Institutions ( HEIs ) in Malaysia, Victoria University Business School.

Thái, T.T.H. (2013), “Examining push-pull factors in international student flows between Vietnam and Taiwan”, Journal of Thu Dau Mot University, Vol. 2 No. 9, pp. 47–58.

Thoo, A.C., Lim, M.B.P., Huam, H.T. and Sulaiman, Z. (2022), “Increasing destination loyalty of international students towards Malaysian higher educational institutions”, International Journal of Evaluation and Research in Education, Vol. 11 No. 1, pp. 31–41, doi: http://doi.org/10.11591/ijere.v11i1.21619.

Todea, S., Adriana, D., Pop, N.A. and Stamule, T. (2022), “Determinants of Student Loyalty in Higher Education: A Structural Equation Approach for the Bucharest University of Economic Studies, Romania”, International Journal of Environmental Research and Public Health, Vol. 19 No. 9, p. 5527, doi: https://doi.org/10.3390/ijerph19095527.

Wu, Q. (2014), “Motivations and decision-making processes of Mainland Chinese students for undertaking master’s programs abroad”, Journal of Studies in International Education, Vol. 18 No. 5, pp. 426–444, doi: https://doi.org/10.1177/1028315313519823.

Downloads

Published

2025-12-29

How to Cite

Chamhuri, N., Liu, J. J., Shukor, M. S., Wijijayanti, T., Salleh, N. H. M., & Jauhari, A. (2025). THE IMPACT OF PUSH AND PULL FACTORS ON INTERNATIONAL STUDENTS’ LOYALTY: EXAMINING THE MEDIATING ROLE OF SATISFACTION. Veredas Do Direito, 22, e223806. https://doi.org/10.18623/rvd.v22.n7.3806

Issue

Vol. 22 (2025): Veredas do Direito, v. 22, 2025

Section

Articles

License

I (we) submit this article which is original and unpublished, of my (our) own authorship, to the evaluation of the Veredas do Direito Journal, and agree that the related copyrights will become exclusive property of the Journal, being prohibited any partial or total copy in any other part or other printed or online communication vehicle dissociated from the Veredas do Direito Journal, without the necessary and prior authorization that should be requested in writing to Editor in Chief. I (we) also declare that there is no conflict of interest between the articles theme, the author (s) and enterprises, institutions or individuals.

I (we) recognize that the Veredas do Direito Journal is licensed under a CREATIVE COMMONS LICENSE.

 

Licença Creative Commons Attribution 3.0