INTEGRATED MARKETING COMMUNICATIONS AFFECTING ADMISSION DECISIONS OF MATHAYOMSUKSA 6 STUDENTS IN NAKHON SI THAMMARAT RAJABHAT UNIVERSITY

Abstract

The purposes of this research article are to study 1) To study the demographics of Mathayom 6 students who wish to study at Nakhon Si Thammarat Rajabhat University 2) To study the level of awareness of integrated marketing communications. action that has an effect on the decision to enter further education of Mathayom 6 students and 3) Studied the differences in demographic information and perceptions of integrated marketing communications of Nakhon Si Thammarat Rajabhat University. The tool used to collect data is a questionnaire. Statistics used include percentages, averages, and standard deviations. As for inferential statistics, Independent Samples t - test, One - way ANOVA and multiple regression analysis were used. The results of the study found that the majority of the demographic sample were female. Being a Mathayom 6 student, most occupations Occupation: Parent's trade/personal business Monthly income 10,000 - 15,000 baht and level of awareness Integrated Marketing Communications of Nakhon Si Thammarat Rajabhat University Interested in further studies at level 1, level of awareness of integrated marketing communications. at a high level In terms of using motivating factors that help stimulate decision making using various tools, it is in the highest level of awareness. And when considering each finding, it was found that Level of awareness of public relations through various media. The least level of awareness is radio media and mobile media. printed media leather The results of the hypothesis testing found that demographic factors such as gender and educational level were different. There are different perceptions of integrated marketing communications. Integrated marketing communications in advertising and public relations and direct communication It affects the decision to enter further education.