MARKETING COMMUNICATION TOOLS AND STUDENTS' DECISION TO ENROLL AT JIANGSU NANTONG TECHNICIAN COLLEGE IN CHINA
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This research aimed (1) to test the level of marketing communication tools and students’ decision to enroll at Jiangsu Nantong Technician College in China, and (2) to examine the impact of marketing communication tools on students’ decision to enroll. A quantitative research design was employed with a sample of 375 students selected through stratified random sampling across 15 fields of study. Data were collected via a structured questionnaire on a five-point Likert scale. Descriptive statistics and multiple regression analysis were applied.
Results revealed that (1) all seven marketing communication tools and students’ decision to enroll were perceived at a very high level (X̅ = 4.22–4.29). (2) All seven hypotheses were supported. Advertising was the strongest predictor (β = 3.14, p < 0.001), followed by sales promotion (β = 2.40), direct marketing (β = 1.97), and digital media (β = 1.84). The model explained 61.3 % of the variance in enrollment decisions (R² = 0.613).
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