The Influence Of Marketing Mix Factors On The Decision To Pursue Further Study Of Students In The Faculty Of Business Administration BangkokThonburi University
Keywords:
Mix Factors, Marketing, Decision-makingAbstract
The objectives of this research were 1) To study the level of students' opinions toward the marketing mix factors of the Faculty of Business Administration, Bangkokthonburi University 2) To investigate the level of students' decision-making in pursuing further studies at the Faculty of Business Administration, Bangkokthonburi University; and 3) To examine the influence of marketing mix factors on the decision-making of students to enroll in the Faculty of Business Administration, Bangkokthonburi University. This study employed a survey research design. The population consisted of 1,200 graduate students in the Master of Business Administration program at Bangkokthonburi University. The sample group comprised 291 graduate students, determined using the Krejcie and Morgan table. The research instrument was a questionnaire. Data were analyzed using frequency, percentage, mean, standard deviation, and Stepwise Multiple Regression Analysis.
The research findings revealed that
- Overall, the marketing mix factors of the Faculty of Business Administration, Bangkokthonburi University, were at a high level, with every individual aspect also rated at a high level.
- The overall level of students' decision-making to enroll in the Faculty of Business Administration, Bangkokthonburi University, was at a high level.
- The marketing mix factors regarding Process, Physical Evidence, People, and Place (Distribution Channel) significantly influenced the students' decision to enroll in the Faculty of Business Administration, Bangkokthonburi University, at a statistical significance level of .05.
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