AFFECTING OF CHANEL OF INFORMATION EXPORSURE ON STUDENTS’ DECISION-MAKING IN CHOOSING TO STUDY AT COLLEGE INNOVATION AND MANAGEMENT, SUAN SUNANDHA RAJABHAT UNIVERSITY

Abstract

The Thai university central admission system, commonly known as teas, serves as a centralized mechanism with five rounds for selecting individuals for tertiary education. This research delves into exploring the most effective channels of information exposure influencing students' decision-making within this system. The study specifically targets bachelor's degree students enrolled in the college of innovation and management at Suan Sunandha Rajabhat University, with a sample size of 200 units. statistical methods, particularly descriptive statistical analysis, are employed to analyze the data and fulfill the research objectives. This approach aims to provide a comprehensive understanding of the demographic characteristics of the sample. The findings reveal variations in the quantity and proportion of how students in the college of innovation and management perceive different channels of information exposure, with social media platforms, events and experiential activities, recommendations from acquaintances, and digital media being the prominent sources. Examining the decision-making process, the average and standard deviation of students' choices indicate that certain aspects hold higher significance. The most influential factors include the search and comparison of information related to courses and educational institutions, consistently contemporary public relations activities for the program, and diverse activities with various public relations approaches. The implications of this research extend to future planning for the college of innovation and management. By understanding the preferred channels and influential factors in students' decision-making, the institution can tailor its information dissemination strategies and public relations activities, ensuring a more informed and engaged student body.