Integrated Marketing Communications (IMC) Affecting to Decision Making in Higher Education Institutions of Mathayomsuksa 6 Students Nonthaburi

Abstract

This research aims to study demographic characteristics and opinion toward the integrated marketing communication affecting to decision making of further education of Mathayomsuksa 6 students in Nonthaburi province who need to study in the higher educational institutes and also study the difference of demographic characteristics with integrated marketing communication affecting to decision further education of Mathayomsuksa 6 students. This research is the quantity research methodology by using the questionnaire. The samples of this research were 394 Mathayomsuksa 6 students in Nonthaburi province. The results found that most respondents were female and aged between 18-19 years old. For advertising and public relations through media, the results found that most students focused on internet, special event, TV, personal media, outdoor media, souvenirs, journals and leaflets/brochures respectively. The study in part of the use of academy personnel, the result found that the samples give importance to the personnel or the guidance officer in education and organizing Open House in various locations. For the motivational factors usage to motivate the decision making showed that the samples focused on the distribution of free scholarships for poor students who study well or special talents. For the direct communications that affect to further education of the samples was Website, Facebook or Line of educational institute. In part of decision process, the research found that the samples need to further education because they want to have a good future and they were interested in further education in higher education. For the pursuit of information, the results found that the samples gave the importance with searching information through website, Facebook and other media of educational institute and selective evaluation of further education, the results found that the samples focused on self-decision making by searching information of education institute to compare information before decision for further education. The results of hypothesis testing were 1. Integrated marketing communication affect to decision making to further education of Mathayomsuksa6 students in Nonthaburi province. 2. Students who have the different demographic characteristics will affect to opinion toward integrated marketing communication differently, the results found that there were no difference both the overview and each aspect.