International Students’ Choice of Swedish Higher Education Institution

Sammanfattning: How does the services marketing mix, push-pull factors, and brand reputation influence international student’s choice of a Swedish university?  This study aims to examine the relationship between international student’s choice of a Swedish university and the factors such as services marketing mix, push-pull factors, and brand reputation. The purpose of this paper is to understand how these factors influence international student choices in selecting a Swedish higher education institution. The primary data collected for this study was gathered through qualitative virtual interviews with open-ended questions through quota and snowball sampling. This paper found that the three theories are very interconnected regarding the relation between services marketing mix with push-pull aspects, factors such as price, who influence students' decision, and the physical location mentioned in both theories. In regards to the relation between brand reputation and push-pull aspects, the reputation factor was mentioned in both as not being the main contributing impact on students' final choice.