AN ANALYSIS OF THE MARKETING MIX (7PS) INFLUENCING THE DECISION TO PURSUE STUDIES IN THE AVIATION SERVICE INDUSTRY PROGRAM AT RAJAMANGALA UNIVERSITY OF TECHNOLOGY THANYABURI
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Abstract
The objectives of this research were: (1) to examine the differences in students’ personal factors that influence their decision to enroll in the Aviation Service Industry Program, and (2) to analyze the influence of the Marketing Mix (7Ps) on their enrollment decisions. A quantitative research design was employed. The sample consisted of 136 undergraduate students enrolled in the Aviation Service Industry Program at Rajamangala University of Technology Thanyaburi during the 2024 academic year. Stratified random sampling was applied. Data were collected using a structured questionnaire and analyzed using frequency, percentage, mean, and standard deviation. Hypotheses were tested using t-test, one-way analysis of variance (ANOVA), and multiple regression analysis.
The findings revealed that: (1) students’ personal factors did not significantly influence their decision to enroll in the Aviation Service Industry program at the 0.05 significance level; and (2) the marketing mix factors (7Ps) influencing students’ enrollment decisions, analyzed using multiple linear regression, indicated that the coefficient of determination (R²) was 0.888. This demonstrates that the marketing mix factors collectively explained 88.8% of the variance in students’ enrollment decisions in the Aviation Service Industry program at Rajamangala University of Technology Thanyaburi. Among the marketing mix factors, product and price were found to have a statistically significant influence on students’ decisions at the 0.05 level.
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