Influence of communication style on admissions decision to bachelor's degree of first year students, Suan Sunandha Rajabhat University

Authors

  • Soonthorn Ninarun -
  • Bundith Prapratanporn

Keywords:

Communications style, Decision

Abstract

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).

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Published

2022-04-25

How to Cite

Ninarun, S., & Prapratanporn, B. . (2022). Influence of communication style on admissions decision to bachelor’s degree of first year students, Suan Sunandha Rajabhat University. Journal for Strategy and Enterprise Competitiveness, 1(1), 60–70. Retrieved from https://so07.tci-thaijo.org/index.php/STECOJournal/article/view/456

Issue

Vol. 1 No. 1 (2022): January - April

Section

Research Article

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