Influence of communication style on admissions decision to bachelor's degree of first year students, Suan Sunandha Rajabhat University
Keywords:
Communications style, DecisionAbstract
This research is a survey research with purpose to study the communication patterns affecting the decision to study in Suan Sunandha Rajabhat University. The sample are 400 first-year students at Suan Sunandha Rajabhat University, Academic Year 2021, using quantitative data analysis, Multiple Regression Analysis, to study how much independent variables in the group can explain the variation of the dependent variable. And when controlling the influence of other variables, what independent variables can describe the variation of the dependent variable. The statistical significance level was 0.05.
The results showed that, factors of public relations media exposure such as television media, radio media, print media, online media and personal media can be explained together. The decision to study in the bachelor's degree of Suan Sunandha Rajabhat University students was 32.1 percent (Adjust R 2=.321), and when controlling for the influence of other independent variables to be constant, there were 3 independent variables that influenced the decision to study at the bachelor's degree level: television media, print media and online media with a statistical significance level was 0.05 by television media has an influence value of .135 (ß=.135); print media has an influence value of .166 (ß=.166) and online media has an influence of .423 (ß=.423).
References
Bencharongkit, Y. (1999). Audience analysis. Bangkok: Academic Textbook Project public relations. Faculty of Communication Arts, Chulalongkorn University.
Busarakhamwadee, W. (2008). Organization and management. Pathum Thani: Faculty of Management Science, Valaya Alongkorn Rajabhat University Under the Royal Patronage.
Denchai, K. (2015). Behavior of use and Be aware of information through social media that affects decision making in the selection of tourist attractions and Accommodation of Thai tourists in the city Pattaya. Hospitality and Tourism Industry Management, Bangkok University.
Engel, J. F., Blackwell, R. D., and Miniard, P. W. (1995). Consumer behavior, 8th edition. Dryden, Forth Worth.
Gibson, J. L., Ivancevich, J. M. Donnelly jr JH, and Konopaske R, 2003. Organization: Behavior, Structure, Processes, Eleventh Edition.(sl): The McGraw-Hill Company.
Jirasopon, P. (1997). Mass communication theory in teaching materials Principles and Theory of Communication Unit 11. Sukhothai Thammathirat Open University.
Kaewthep, K. (1999). Media analysis: Concepts and techniques. 2nd Edition, Bangkok : Edison Press Products.
Kattiwong, N. (2019). The study of the channels of recognition public media that affect the admission in the under Graduate level of students at Rajamangala University of Technology Thanyaburi. Research report, Rajamangala University of Technology Thanyaburi.
Sampatpong, P. (2009). Role of public relations media towards the decision-making of continuing study of freshman year students. Journal of Graduate Studies Valaya Alongkron Rajabhat University, 7(3), 214-225.
Satawatin, P. (2003). Principles of communication arts. Bangkok: Prosperous Publishing.
Uimanachai, U. and Tonpongsatorn, T. (2012). Instagram in word of mouth marketing. Executive Journal, 32(4), 145 – 151.
Wijitboonyaphakdi, P. (2011). Social media : The media of the future. Journal of Management, 31(4), 99-103.
Witoowinit, W. and Intuluck, W. (2020). The Effect of Integrated Marketing Communication on the Buying Decision of Halal Products View of Different Generation Customers in Bangkok. Dusit Thani College Journal, 14(1), 349–363.
Wisetsang, P. (2010). Introduction to communication. Pathum Thani: Bangkok University Press.
Yamane. (1967). Taro Statistic: An Introductory Analysis. New York: Harper &row.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 Journal for Strategy and Enterprise Competitiveness
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
The opinions appearing in the content of articles of Journal for strategy and enterprise competitiveness. It is the opinion and responsibility of the article author. It is not the opinion and responsibility of the Center for strategy and enterprise competitiveness, King Mongkut's University of Technology Thonburi
Articles, information, content and images, etc., in the Journal for strategy and enterprise competitiveness. It is the exclusive copyright of the Center for strategy and enterprise competitiveness, King Mongkut's University of Technology Thonburi. If an individual or entity wants to distribute all or part of the content or for any action must obtain written permission from the Center for Strategy and enterprise Competitiveness, King Mongkut's University of Technology Thonburi.