Determination of key factors influencing data analytics course awareness among bachelor students in the east coast of the peninsular Malaysia

Currently, the use of data analytics is increasing and widespread in various industries around the world. It is certain that the workforce needed now is those who are skilled in the field. However, the courses taken by bachelor students at this time mostly do not meet the needs and demands of the industry, which causes them not to get a career success and even creates and contributes to unemployment in a high percentage rate. Therefore, this study aims to determine the key factors that influencing data analytics course awareness among bachelor students in the East Coast of the Peninsular Malaysia. This study contained attitude, subjective norm and perceived behavioural control as the key factors to data analytics course awareness. This study employs the Theory of Planned Behaviour (TPB) as its theoretical framework. The method was used in this study is quantitative method. Questionnaire through Google Form was used to collect data from the respondents. The software used to analyze statistical data is Statistical Package for the Social Sciences (SPSS) and SmartPLS. The data analysis, including pilot test involved preliminary analysis, descriptive statistics, normality test, frequency analysis, reliability analysis and correlation of coefficient. The number of respondents in this research are 400 respondents that focused on bachelor students in the East Coast of the Peninsular Malaysia, specifically in the states of Kelantan, Terengganu and Pahang. The finding of this research revealed a significant positive relationship between attitude, subjective norm and perceived behavioural control with bachelor students' awareness of data analytics courses. Together, these factors form a comprehensive understanding of the pivotal elements influencing bachelor students' awareness in this domain. In the future, the scope of this study can be further expanded by focusing on diploma level students as a target. The study area can also be further expanded by studying students from different areas such as the West Coast or the South Coast of Peninsular Malaysia. In addition, studies can also focus students in a specific field such as business students.