STRATEGIC ANALYSIS OF THE ONLINE EDUCATION INDUSTRY AMONG UNIVERSITY STUDENTS USING SWOT AND AHP APPROACH

Muhammad Azhar Abdullah; Suddin Lada; Khairiah Mazdiah Kalimin

doi:10.51200/jaaab.7835

Authors

Muhammad Azhar Abdullah Universiti Malaysia Sabah
Suddin Lada Universiti Malaysia Sabah
Khairiah Mazdiah Kalimin Universiti Teknologi Mara

DOI:

https://doi.org/10.51200/jaaab.7835

Keywords:

Online education, SWOT analysis, Analytic Hierarchy Process (AHP), University students, Strategic planning, Malaysia

Abstract

This study examines the strategic factors influencing the development of online education in Malaysia, particularly among university students, using an integrated SWOT-AHP framework. The rapid expansion of online education in higher education institutions has created new opportunities for learning flexibility and accessibility, while simultaneously presenting challenges related to assessment integrity, lecturer readiness, digital infrastructure, and equitable access to technology. The study applies SWOT analysis to identify the key strengths, weaknesses, opportunities, and threats affecting the effectiveness and sustainability of online education. Subsequently, the Analytic Hierarchy Process (AHP) is employed to evaluate and prioritise these strategic factors through pairwise comparison and consistency analysis. The findings reveal that weaknesses represent the most critical strategic category, with assessment integrity emerging as the highest-priority issue requiring immediate attention to maintain academic credibility. Lecturer digital readiness and government support for digital infrastructure were also identified as significant factors influencing the success of online education initiatives. The study provides practical insights for higher education institutions and policymakers in developing targeted strategies to enhance the quality, accessibility, and reliability of online learning. By integrating SWOT and AHP methodologies, this research offers a systematic and evidence-based approach for strategic planning and decision-making in the Malaysian online education sector.

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