Indonesia, as the country with the largest population in Southeast Asia, holds great potential in the education field. Many Indonesian students aspire to pursue their education abroad to gain valuable international experience. In recent years, the popularity of Taiwanese universities has surged among Indonesian students. Taiwanese universities offer high-quality programs, modern facilities and opportunities to study in a multicultural environment.
There has been significant growth from year to year. In 2012, 2,903 Indonesian students enrolled in Taiwanese universities. This number continued to rise to 3,186 students in 2013, 3,455 students in 2014, 4,394 in 2015, and 5,074 in 2016. By 2021, the number of Indonesian students studying in Taiwan reached 8,000, with projections exceeding 10,000 by next year.
The number of universities that Indonesian students preferred has also significantly increased. In 2013, less than 25 Taiwanese universities were the primary destination for Indonesian students. At the time, only a few universities offered international classes. This has changed. Nearly 80 percent of Taiwanese universities provide international classes and have become a favored choice for Indonesian students.
Taiwan’s education system is renowned, and has globally recognized universities. Taiwanese universities offer high-quality programs across disciplines, including science, engineering, business and the arts. This provides Indonesian students with the flexibility to pursue their academic interests according to their preferences.
Moreover, education in Taiwan is relatively affordable compared with Western countries such as the US or the UK. Lower living costs and scholarships make Taiwanese universities an attractive option for many Indonesian students. These economic factors are essential considerations for families that wish to provide their children with quality education without facing significant financial burdens.
Taiwan is also geographically close to Indonesia. Easy access and affordable travel expenses make Indonesian students feel more comfortable choosing Taiwan as their overseas study destination. They can easily return home during holidays or have their families visit them in Taiwan.
Strong bilateral relations between the two countries are another factor. Taiwan has launched cultural and educational exchange programs with Indonesia. Many Taiwanese universities offer special scholarships for Indonesian students, facilitating accessibility and supporting cross-cultural exchanges between the two nations.
Taiwan Education Centers (TECs) in several cities in Indonesia inform and support students interested in studying in Taiwan, organizing education exhibitions, seminars and information sessions that assist Indonesian students in understanding the application process, visa requirements and other information.
Still, several areas require attention to improve and expand the appeal of Taiwanese universities to Indonesian students. Despite the existence of TECs in three cities in Indonesia, promotion by some universities is still absent, resulting in Indonesian students concentrating in only a few universities, even without the offer of scholarships.
To enhance the popularity of Taiwanese universities among Indonesian students, several aspects need improvement.
First, it is crucial to translate frequently used brochures in higher-education exhibitions in Indonesia into Indonesian by proficient translators. Many brochures are translated using odd or inappropriate word choices or registers within the linguistic context. This can occur when universities seek help from Indonesian students who may not be fluent in or commonly use Indonesian language that is used for official promotional purposes.
Second, having friendly and responsive contact staff is crucial. Many prospective students have complained about Taiwanese universities reponding slowly to them. Also, using platforms like WhatsApp, which is used by the majority of Indonesian students, would facilitate communication and expedite the information exchange between prospective students and universities.
Taiwanese universities must maximize their promotions through social media. Many Taiwanese university social media accounts are user-unfriendly and not professionally managed. Some captions are even in Mandarin, making it difficult for Indonesian students to understand. It is crucial to ensure that human resources managing public relations at Taiwanese universities understand digital marketing and campaigns. Social media comments also must be responded to.
Official university Web sites also need improvement to be more user-friendly and provide a positive user experience for prospective users. Many universities fail to include an English-language feature on their official Web sites, causing difficulties for prospective students in obtaining the necessary information.
Lastly, using digital campaigns through platforms like Google Ads, Facebook Ads, Instagram Ads and even TikTok Ads is essential. TikTok has become one of the most popular applications in Indonesia. Unfortunately, only a few universities employ this strategy to expand their promotional reach. The popularity of Taiwanese universities among Indonesian students is encouraging and welcome. It reflects the success and attractiveness of higher education in Taiwan.
However, to maintain this popularity, continuous improvements and enhancements are necessary. By improving promotion, communication, support and intercultural cooperation, Taiwanese universities can continue to be appealing education destinations for Indonesian students.
Andi Azhar is an assistant professor in the Department of Management at Universitas Muhammadiyah Bengkulu in Indonesia.
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