Marketing Mix Factors Affecting the Decision to Choose to Study in the Bachelor of Arts Program in Forecasting and Astrology, Rajapark Institute
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Abstract
The objectives of this research were (1) to study the marketing mix factors affecting the decision to study in the Bachelor of Arts Program in Forecasting and Astrology, Rajapark Institute; (2) to study the decision-making behavior for choosing to study in the said program; and (3) to compare personal factors with the decision-making behavior. This study employed a quantitative research design with a sample size of 400 individuals, comprising the general public and prospective students, selected through quota and purposive sampling methods. An online questionnaire was used to collect the data. Statistics used for data analysis included percentages, means, standard deviations, and multiple regression for hypothesis testing. The results revealed that (1) the overall marketing mix factors affected the decision to study at a high level (xˉ = 4.03, S.D. = 0.834). (2) The overall decision-making behavior was at a high level (xˉ = 4.06, S.D. = 0.767). (3) The hypothesis testing indicated that price (tuition fees), place (application and distribution channels), promotion, and online marketing significantly influenced the decision to enroll in the Bachelor of Arts Program in Forecasting and Astrology at a statistical significance level of 0.05.
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References
Buapetch, K., Pikulngamchoti, A., Kongchuay, P., Junrungsri, B., Tanpaibool, S., & Meekhuad, N. (2023). Marketing mix factors affecting the decision to choose to study in the Bachelor of Laws Program, Rajapark Institute. Journal of Arts Management, 7(3), 803-822.
https://so02.tci-thaijo.org/index.php/jam/article/view/263860
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