Marketing Mix Influence on Enrollment Confirmation at Prince of Songkla University
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Abstract
This research aimed to explain the influence of the marketing mix on students' decisions to confirm admission to Prince of Songkla University, and to understand how these factors affect their decision-making. A sequential explanatory mixed-methods approach was employed, beginning with quantitative data collection through questionnaires completed by 362 respondents. Descriptive statistics, logistic regression, and classification analysis were used for data analysis. In the qualitative phase, semi-structured interviews were conducted with 32 key informants, and content analysis was applied to interpret the findings.
The results revealed that environmental factors and available facilities were significant determinants in students’ decisions to confirm admission. The marketing mix model predicted the likelihood of admission confirmation with 99.7% accuracy and achieved a precision rate of 86.7%. Qualitative findings supported these results, indicating that students who confirmed their admission were satisfied with the curriculum and facilities. In contrast, those who did not confirm admission recommended improvements to the application process and enhanced support for students with special needs.
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