Volume : IV, Issue : III, March - 2014

Clustering Analysis of Students� Culture and Behavior for University Choice Using Kohonen Self Organizing Map

Ronald, Amelia

Abstract :

Higher Education has now become one of the essential needs for the public, considering that education is an asset. In addition, Higher Education is a significant domain for human resources development and knowledge development which are needed by the country (Polat, 2012). Therefore, it is important for colleges/universities to understand and meet the expectations of prospective students in order to increase their competitiveness. Study about students’ selection process towards universities has become an interesting subject to discuss. Ming Sia (2013); Beceren (2010) in Polat (2012); Jian et al., (2010) suggests that a student’s preference in selecting a university is determined by their parents or relatives suggestions. Conversely, Polat (2012) argues that students are more likely to choose their preferred university according to their own perspectives. Some previous research about this study encourages the authors to conduct further research about students’ preference in selecting university to enroll. This study implements simple random sampling technique, conducted by distributing questionnaires to 690 private high school students in Surabaya, who were selected as the samples. The author applies Hofstede’s theory (1980) about cultural dimensions and Irawan’s theory (2008) about 10 characteristics of Indonesian consumers to determine high school students’ behavior in selecting university to enroll. The data were processed using SOM (Self Organizing Map) clustering method. This study grouped students into four clusters: Individualistic Students (group 1), Unplanned Students (group 2), Family–Oriented Students (group 3), and Long–Term–Oriented Students (group 4).

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Ronald, Amelia Clustering Analysis of Students� Culture and Behavior for University Choice Using Kohonen Self Organizing Map Indian Journal of Applied Research, Vol.IV, Issue. III

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