Perception Channels of Public Relations Media that Influences The Decision to Study in Graduate Diploma Program in Health Management Innovation in the Digital Age, Generation 2, Graduate School, Suan Sunandha Rajabhat University

Abstract

This study aimed to achieve two objectives: firstly, to investigate the media channels that impact decision-making among graduate students enrolled in the Graduate Diploma Program in Health Management Innovation in the Digital Age, Generation 2, at the Graduate School of Suan Sunandha Rajabhat University, and secondly, to explore students' perceptions of public relations media. The sample comprised 80 participants who were selected using simple random sampling. The study collected data via closed-ended and open-ended questionnaires, and the data analysis involved descriptive statistics.

The results revealed that the majority of the participants were male, accounting for 53.75 percent of the sample. Furthermore, 38.75 percent of the participants were aged 61 years or over. In terms of the employment status of the participants, 55 percent were either employees or partners of a company. Among the media channels that impacted decision-making, online media was found to be the most influential, accounting for 65 percent of the responses. With respect to the preferred characteristics of media channels, participants preferred media that provided quick access to news and information (47.5 percent), followed by media that was available 24/7 (25 percent), and easily understandable (16.25 percent).