MARKETING MIX FACTORS THAT AFFECT THE DECISION TO CHOOSE FURTHER EDUCATION PRIVATE UNIVERSITY FOR MATHAYOM 6 STUDENTS IN THE NORTHEASTERN REGION

Abstract

This research article has objectives as follows: 1) to study the market mix factors in deciding to study at a private university. 2) to study the decision to study at a private university. 3) To study the market mix factors that affect the decision to study in private universities of students at the Mathayom 6 level in the Northeastern region. It is quantitative research. The population used in this research is students in Mathayom 6 in the Northeastern region with a sample group that is obtained from non-probability sampling. by a specific method (Purposive Sampling), totaling 400 samples.

The research results were 1) The overall condition of the marketing mix factors is at a high level. When considering each aspect, it was found that all aspects were at a high level, respectively. 2) the decision to study at a private university. of students at the Mathayom 6 level in the Northeastern region that overall is at a high level. When considering each aspect, it was found that the areas with the highest averages were information seeking and the aspect of evaluating faculty/department alternatives, followed by the aspect of being aware of needs, and the item with the least average value was an aspect of decision-making, respectively. 3) the market mix factors that affect the decision to study in private universities of students at the Mathayom 6 level in the Northeastern region the most include The aspect of creating and presenting physical characteristics (X7), followed by the aspect of product (X1), location (X3), personnel (X5) and marketing promotion (X4) respectively, with mutual efficiency in Predict the marketing mix factors that affect the decision to study at a private university at 64.5 percent, with statistical significance at the .05