INTEGRATED DIGITAL MARKETING COMMUNICATION FACTORS INFLUENCING STUDENTS’ ENROLLMENT DECISIONS IN PRIVATE HIGHER EDUCATION INSTITUTIONS
Keywords:
digital integrated marketing communication, enrollment decision, private higher educationAbstract
This quantitative study aimed to (1) examine the level of perception of Digital Integrated Marketing Communication (DIMC) of private higher education institutions, (2) analyze the relationship between DIMC and students’ enrollment decisions, and (3) develop a predictive model of enrollment decisions. The sample consisted of 357 students from Nakhon Ratchasima College in the academic year 2025, selected using simple random sampling. Data were collected through an online questionnaire (IOC = 0.67–1.00; Cronbach’s alpha = 0.83) and analyzed using descriptive statistics, Pearson’s correlation, and stepwise multiple regression.
The results indicated that: (1) students’ overall perception of DIMC was at the highest level ( = 4.55, S.D. = 0.67); (2) all dimensions of DIMC were positively correlated with enrollment decisions at a moderate level (r = 0.494–0.617); and (3) direct digital marketing, sales promotion, and advertising jointly predicted enrollment decisions, explaining 42.0% of the variance (R² = 0.420), with direct digital marketing having the strongest influence. The findings support the concepts of Personalization Marketing and Digital IMC in the context of private higher education in Thailand.
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