EXPOSURE TO SOCIAL MEDIA THAT INFLUENCES PARENTS’ DECISION TO CHOOSE THE DEMONSTRATION SCHOOL OF RAMBHAI BARNI RAJABHAT UNIVERSITY

Abstract

This research aimed to study the influence of social media exposure on parents' decision-making in choosing the Demonstration School of Rambhai Barni Rajabhat University. Additionally, it seeks to examine the relationship between social media exposure variables and parents' decisions in choosing the Demonstration School of Rambhai Barni Rajabhat University. Methodology This study employed a quantitative research approach, collecting data through questionnaires from 350 parents. The statistical methods used for data analysis included frequency distribution, percentage, mean, and standard deviation. Additionally, an F-test is used to analyze one-way variance (One-Way ANOVA) and compare differences between pairs using Scheffe's method. Furthermore, Pearson correlation coefficient analysis is employed. Results The research results indicated that parents' social media exposure significantly influenced their decision to choose the Demonstration School of Rambhai Barni Rajabhat University. Overall, the level of influence is high, with an average score of 4.13. Additionally, the type of content consumed on social media, level of engagement with social media content, specific characteristics of social media content, and the purpose of social media exposure are found to have a statistically significant relationship with parents' decision-making at a 0.05 significance level. Conclusion Social media exposure directly impacts parents' decision-making in selecting schools for their children. The findings from this research can be applied to promote the effective utilization of social media in various aspects of the Demonstration School of Rambhai Barni Rajabhat University. Especially in terms of public relations, building a good image, and communicating effectively with parents.