FACTORS INFLUENCING THE SELECTION OF STUDIES IN MASTER OF BUSINESS ADMINISTRATION PROGRAM IN INNOVATION IN HUMAN CAPITAL MANAGEMENT AT COLLEGE OF INNOVATION AND MANAGEMENT, SUAN SUNANDHA RAJABHAT UNIVERSITY

Abstract

This research aims to study the basic information of students who selected studies in the Master of Business Administration, Program in Innovation in Human Capital Management at College of Innovation and Management, Suan Sunandha Rajabhat University, with a focus on factors influencing their decision-making. A sample of 137 students was surveyed using a structured questionnaire based on a 5-point Likert scale. Findings indicate that 80.29% of respondents were female, and 32.84% came from families earning 50,000 Baht or more monthly. The most influential factor was image branding of the academic department (mean = 4.55), followed by public relations (mean = 4.42) and curriculum (mean = 3.86). Demographic insights included age (majority aged 35 and 40), geographic origin (Phuket, Phang Nga, Krabi), and educational background (Matthayom 6 and vocational certificates). The study concludes that image, facilities, curriculum, and public relations collectively shape students’ decisions to enroll in the program.