The Marketing Strategy Influencing The Undergraduate Students’s Decision to Enroll at Christian University of Thailand

Abstract

          The purposes of this research were to find : 1) the marketing strategy,  2) influence the undergraduate students' decision to enroll Christian University of Thailand, and 3) the marketing  strategy influence the undergraduate students' decision to enroll Christian University. The instrument applied in this research was a questionnaire concerning marketing strategy based on Kotler viewpoints and decision based on Simon. The strategic frequency (f), percentage (%), mean (x̄), standard deviation (S.D.), and stepwise multiple regression analysis were used in data analysis.

          The findings revealed as follows :

1. The overall of  the marketing strategy was considered moderate. (x̄=3.27, S.D.=0.96).  The result showed that the product dimension was high. (x̄=3.53, S.D.=0.89). The marketing promotion, the place and the price were moderate. (x̄=3.31, S.D.=0.91), (x̄=3.28, S.D.=0.99), (x̄= 2.94, S.D.=1.06). As a result found that the most important marketing strategies are product, the price, the place, and the promotion respectively. 
2. Influence the undergraduate students' decision to enroll at Christian University of Thailand was at a high level. (x̄=3.60, S.D.=0.95). 
3. The marketing strategies which influence the undergraduate students' decision to enroll Christian University of Thailand were the promotion and the product of statistic significance at 0.05