AWARENESS AND MEDIA INFLUENCE ON DECISION-MAKING TO PURSUE UNDERGRADUATE STUDIES AT PRINCE OF SONGKLA UNIVERSITY, PATTANI CAMPUS IN THE ACADEMIC YEAR 2025
Article Sidebar
Main Article Content
Abstract
This quantitative research aimed to: 1) examine the perception level of first-year undergraduate students at Prince of Songkla University, Pattani Campus, in the 2025 academic year regarding university public relations media; 2) analyze the influence of media and demographic factors associated with enrollment decisions; and 3) propose guidelines for developing communication strategies to enhance student recruitment efficiency. The sample comprised 340 first-year students, selected via stratified random sampling. Data were collected using a questionnaire validated for content validity (IOC = 0.66 - 1.00) and reliability (Cronbach's alpha = 0.986). The data were analyzed using descriptive statistics, Chi-square tests, and logistic regression. The findings revealed that:
1) Students predominantly accessed information through online channels. The university website recorded the highest access rate (96.18%), followed by Facebook/LINE OA (93.24%), whereas access to traditional media was notably low (15.29%). 2) Overall media influence was at a high level (Mean = 3.77), with Facebook/LINE OA exerting the greatest influence. The majority of the students (54.41%) selected the campus as their first choice, and their overall perception of the institutional image was high (Mean = 4.12). Chi-square test results indicated that gender and geographical distance were significantly associated with enrollment decisions. Furthermore, logistic regression analysis demonstrated that media influence significantly increased the likelihood of enrollment (OR = 2.785), while geographical distance had a negative influence (OR = 0.626). 3) Strategic recommendations emphasize elevating the university website and Facebook/LINE OA to serve as centralized information hubs, alongside designing tailored messages that reinforce the institutional image and actively mitigate distance-related barriers for prospective students.
Article Details
References
กิติยาพร เถื่อนโยธา และคณะ. (2564). ปัจจัยที่มีความสัมพันธ์กับความรู้ความเข้าใจในการคัดเลือกเข้าศึกษาในสถาบันอุดมศึกษา (ระบบ TCAS) ของนักเรียนไทยในยุคดิจิทัล. วารสารบัณฑิตวิทยาลัย มหาวิทยาลัยรามคำแหง ฉบับเทคโนโลยีการศึกษา, 5(2), 23-36.
งานทะเบียนและรับนักศึกษา มหาวิทยาลัยสงขลานครินทร์ วิทยาเขตปัตตานี. (2568). รายงานสถิตินักศึกษาใหม่ระดับปริญญาตรี มหาวิทยาลัยสงขลานครินทร์ วิทยาเขตปัตตานี. ปัตตานี: มหาวิทยาลัยสงขลานครินทร์ วิทยาเขตปัตตานี.
ปฐมา อาแว และนิยาวาเฮร์ ไพบูลย์. (2562). การตัดสินใจเลือกเข้าศึกษาต่อระดับปริญญาตรีของนักศึกษามหาวิทยาลัยสงขลานครินทร์ วิทยาเขตปัตตานี ปีการศึกษา 2562. วารสารวิชาการ ปขมท, 9(2), 22-32.
Constantinides, E. & Zinck Stagno, M. (2012). Higher education marketing: A Study on the Impact of Social Media on Study Selection and University Choice. International Journal of Technology and Education Marketing, 2(1), 41-58. https://doi.org/10.4018/ijtem.2012010104.
Cowell, D. W. (1991). The marketing of services. Oxford: Butterworth-Heinemann.
Hair, J. F. et al. (2019). Multivariate Data Analysis. (8th ed.). New Jersey: Pearson Prentice.
Johnston. T. C. (2010). Who and what influences choice of university? Student and university perceptions. American Journal of Business Education, 3(10), 15-23. https://doi.org/10.19030/ajbe.v3i10.484.
Moogan, Y. J. et al. (1999). Decision-making behaviour of potential higher education students. Higher Education Quarterly, 53(3), 211-228. https://doi.org/10.1111/1468-2273.00127.
Roberts, D. & Allen, A. (1997). Young applicants' perceptions of higher education. Leeds: HEIST Research.
Simỡes, C. & Soares, A. M. (2010). Applying to higher education: information sources and choice factors. Studies in Higher Education, 35(4), 371-389. https://doi.org/10.1080/03075070903096490.
Solomon, M. R. et al. (1985). A Role Theory Perspective on Dyadic Interactions: The Service Encounter. Journal of Marketing, 49(1), 99-111. https://doi.org/10.2307/1251180.
Tomaszewicz, A. & Chrachol Barczyk, U. (2024). The influence of social media on the choice of a university. European Research Studies Journal, 27(2), 67-77. https://doi.org/10.35808/ersj/3797.
Yamane, T. (1973). Statistics: An introductory analysis. (3rd ed.). New York: Harper and Row Publications.
