Integrated Marketing Communications That Affect the Decision to Pursue Bachelor's Degree Studies

Abstract

The research aimed to examine the level of opinions on the decision to study in a bachelor's degree, and to investigate the integrated marketing communications that affect the decision to study in a bachelor's degree. The population is the 1st year Uttaradit Rajabhat University students. The sample is 317 students using simple random sampling. The research instrument is a questionnaire. Statistics used in data analysis include percentage, mean, standard deviation, and multiple regression analysis using the Enter method. The results find that the level of opinions on integrated marketing communications is at a high level in all aspects. When considering each aspect, it is found that the use of electronic communication networks is at a high level, followed by the sales promotion aspect, and sales by salespeople. For the decision to study a bachelor's degree, it is found that the behavior after deciding to study a bachelor's degree is at a high level, followed by the evaluation of alternatives, and the decision to study a bachelor's degree, respectively. The results of statistical hypothesis testing find that the use of electronic communication networks, sales promotion, and public relations affect the decision to study at a bachelor's degree level of students at Uttaradit Rajabhat University. The statistically significant is at the 0.05 level. The variance in the decision to study a bachelor's degree among Uttaradit Rajabhat University students is 30.3 percent.