EFFECTIVENESS OF INTEGRATED BUDDHIST ORGANIZATIONAL COMMUNICATION MANAGEMENT OF MAHACHULALONGKORNRAJAVIDYALAYA UNIVERSITY IN THE UPPER NORTHERN CAMPUS

Abstract

This research article aims to investigate the efficiency of organizational communication management at the Upper Northern Campus of Mahachulalongkornrajavidyalaya University. Furthermore, it aims to examine the factors that influence the effectiveness of organizational communication management at the university and to present the successful implementation of integrated Buddhist organizational communication management at the Upper Northern Campus of Mahachulalongkornrajavidyalaya University. This study employs an integrative approach, consisting of quantitative research. Specifically, a questionnaire was administered to a sample of 177 images or individuals, drawn from a total population of 315 images or individuals using Taro Yamane's formula for sampling. The analysis of the quantitative data involved the use of frequency, percentage, mean, standard deviation, correlation analysis, and multiple regression analysis. In addition, qualitative research methods including in-depth interviews with 18 key informants and focus group discussions with 9 individuals were conducted, with data analyzed using descriptive content analysis.

The research findings indicated that: 1. The overall effectiveness of organizational communication management at the upper northern campus of Mahachulalongkornrajavidyalaya University is high. 2. Several factors were found to influence the effectiveness of organizational communication management, Firstly, communication processes were demonstrated to have a statistically significant influence on organizational communication management effectiveness at the university, with a significance level of .01. Secondly, the principles of the Buddha's teachings were also shown to impact the effectiveness of organizational communication management, with four aspects exhibiting statistical significance at the .01 level. 3. The effectiveness of organizational communication management integrated Buddhism at Mahachulalongkornrajavidyalaya University in the upper northern campus, incorporating the four principles of the Buddha's teaching, namely Santassana, Samadapana, Samudtechana, and Sampahangsana, and the four aspects of the communication process: the messenger side, information, communication channels, and the receiver side.