The study's overarching aim is to explore the impacts of the factors that determine undergraduate students' intention to enrol in Malaysian Private Higher Education institutions (PHEI) during the covid pandemic period. This study assesses the undergraduate student enrolment intention on the relationship between the consumer decision-making (CDM) model and the theory of planned behaviour (TPB) as an impact of the COVID-19 pandemic.
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Final dissertation submitted in partial fulfilment of the requirements for the Degree of Doctor of Business Administration (DBA).