Factors Influencing to Choose Further Education Online Bachelor’s Degree Program

Abstract

This research on "Factors Influencing to Choose Further Education Online Bachelor’s Degree Program" aimed to study 1) personal factors influencing to choose further education in online bachelor degree program, 2) curriculum factors relevant to choosing online Bachelor degree program, and 3) marketing mix factors relating to choosing online Bachelor degree program. Data were collected by administering a set of questionnaires from 400 samples. The results found that 1) personal factors including gender, age, education, marital status, income, and education, influenced further education in online bachelor degree program, 2) curriculum factors consisting of curriculum and instructional management, personnel, tuition, and learning achievement were relevant to choose online bachelor’s degree program, and 3) marketing mix factors including process, promotion, people, place, product, price, and physical appearance and presentation were related to decision making for further education in online bachelor’s degree Program.