Factors Affecting Admission Decision to Enroll in the Bachelor’S Degree at College of Social Communication Innovation, Srinakharinwirot University

Abstract

The purpose of this research is to study and compare the factors affecting admission decision to enroll in bachelor’s degree at College of Social Communication Innovation, Srinakharinwirot University for high school students. This study was used a mixed methods research process, consisting of qualitative research with data collected from education experts via five influential educational websites with over 100,000 followers on social media. The qualitative research was conducted using in-depth interviews and quantitative research with data collected from 500 high school students interested in studying at College of Social Communication Innovation who attend the open house and apply for admission, Srinakharinwirot University. The research was conducted with nine factors: the image, the public relations and media, the course, the physical environmental, the tuition fee, the admission system, the lecturer, the reputation and value, and the guidance and referral. The research results showed that among the samples of different ages, the opinions on factors affecting the choice of study did not differ. However, in terms of different genders, school types, academic plans, average family income, and interested majors, the opinions on factors affecting the choice of study were different. These factors affected the choice of admission to enroll and the highest mean was the course factor (= 4.43, SD = 0.477); followed by the physical environmental factor (= 4.41, SD = 0.527); reputation and value factor (= 4.40, SD = 0.542); image factor (= 4.40, SD = 0.447); lecturer factor (= 4.35, SD = 0.621); admission system factor (= 4.18, SD = 0.663); public relations and media factors (= 4.18, SD = 0.566); guidance and referral factor (= 3.80, SD = 0.836); and tuition fee factor (= 3.80, SD = 0.721) respectively.