Factors Affecting the Decision of Chinese Students to Enroll in International Undergraduate Programs at a Private University in Pathumthani Province

Abstract

The purposes of this research were: 1) to examine the level of marketing mix factors that influence the decision of Chinese students to enroll in international undergraduate programs at a private university in Pathumthani province, and 2) to investigate the factors affecting the decision to study in such programs. This study employed a quantitative research approach. The sample consists of Chinese students enrolled in an international bachelor's degree program at a private university in Pathumthani Province. Using the stratified sampling method, a sample of 244 Chinese students was obtained. The data collection tool was a questionnaire with a 5-point Likert scale. The overall Cronbach's alpha reliability value was 0.985. Descriptive statistics, including frequency, percentage, mean, standard deviation, and Multiple Regression Analysis, were used for data analysis.
The results revealed that:
1. The level of marketing mix factors that influence the decision of Chinese students to enroll in international undergraduate programs at a private university in Pathumthani province is generally at a high level (x̅ = 4.15) including physical evidence, people, product, process, promotion, price, and place.
2. Factors affecting Chinese students' decision to enroll in the international undergraduate program at a private university in Pathumthani province consist of personal factors, for example, different majors of interest and factors in the marketing mix, including product, price, promotion, process, and physical evidence, significantly influenced the decision to enroll in an international undergraduate program among Chinese students at a private university in Pathumthani Province, with statistical significance at the 0.05 level and predictive power of 91.2% (R² = 0.912).