The Integrated Marketing Communication Strategy Affecting to Student Decision Making Behavior to Study at Rajabhat University in Thailand
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Abstract
This research aims to (1) investigate the antecedent factor that influencing integrated marketing communications strategy of the Rajabhat University in Thailand (2) to explore the influences of integrated marketing communications strategy upon decision making behavior of the students to study at Rajabhat
University in Thailand. The researcher methodology by used mixed methodologies of quantitative and qualitative research. The key informant was the stakeholder that responsible for integrated marketing communications strategy in the group of Rajabhat University in the Ratanagosin for 5 persons.
The research instrument is interview questionnaire, the data were analyzed by content analysis and in quantitative research population was the students in the Rajabhat University group for 400 sampling by using cluster sampling method the research instruments were questionnaire. The data were analyze
by using computer software package. The statistics used in data analysis were Pearson’s Product-Moment Correlation Coefficient and Structural Equation Modeling: SEM. The result show that the antecedent factors are budget, brand position and Rajabhat university mission have the positive direct effect on
integrated marketing communications strategy equivalent to 0.53, 0.20 and 0.20, respectively at the statistically significant for 0.01 level. And we found the integrated marketing communications strategy of had a direct positive affect to the student decision-making behavior at the statistically significant
level equal to 1.90. In addition, the student decision making behavior get indirectly from the budget, brand positioning and mission of the University 1.00, 0.37 and 0.39, respectively at the significant level. 01.
Article Details
บทความที่ปรากฏในวารสารนี้ เป็นความรับผิดชอบของผู้เขียน ซึ่งสมาคมนักวิจัยไม่จำเป็นต้องเห็นด้วยเสมอไป การนำเสนอผลงานวิจัยและบทความในวารสารนี้ไปเผยแพร่สามารถกระทำได้ โดยระบุแหล่งอ้างอิงจาก "วารสารสมาคมนักวิจัย"
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