Proceedings of the International Interdisciplinary Conference, Vienna

FACTOR INFLUENCING A DECISION IN STUDYING IN THE MASTER OF BUSINESS ADMINISTRATION PROGRAM OF SUAN SUNANDHA RAJABHAT UNIVERSITY

KULPATSORN SRIBOONPENG, THANASUWIT THABHIRANRAK

Abstract:

This research aims to study a desire to study in the Master of Business Administration Program of Suan Sunandha Rajabhat University as well factors influencing the students’ decision. The findings from this research can be beneficial for the university and other related administrators and personnel in that they can serve as valuable information in planning and developing marketing and public relation strategies for the program more effectively. The findings can also be used as information to encourage and fulfill the desire of the potential students of the Master of Business Administration Program. This research employed a quantitative research methodology. The sample consisted of 100 respondents who lived in Bangkok Metropolitan. Data were collected with the use of a questionnaire and then analyzed with descriptive statistics. The study was carried out for the period of 10 months between October 2017 and July 2018. The research findings showed that overall, the independent variables influencing the potential students’ decisions to choose the program were rated the highest level. These independent variables or the factors influencing the decision included, sorted in a descending order, image of the university, fee, promotional activities, curriculums and teaching and learning activities, and location of the university. It was also found that Suan Sunandha Rajabhat University was reputable for its high standard in education among students and people therefore there were many people interested to study there.

Keywords: Decision Making; Business Administration; Further Study

DOI: 10.20472/IAC.2018.001.019

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