CAUSAL FACTORS INFLUENCING ENROLLMENT DECISIONS OF UNDERGRADUATE STUDENTS IN THE FACULTY OF MANAGEMENT SCIENCE, UDON THANI RAJABHAT UNIVERSITY
Article Sidebar
Main Article Content
Abstract
This study explores the factors that influence students' enrollment in the Faculty of Management Science at Udon Thani Rajabhat University. It looks at curriculum quality, social influence, cost, job prospects, and marketing communication as they relate to students' choices. A quantitative research design was employed, collecting data from 397 undergraduate students using a validated questionnaire. Data were analyzed using Structural Equation Modeling (SEM). Model fit indices indicated a good fit to empirical data (χ²/df = 2.677, CFI = 0.957, RMSEA = 0.065). Results revealed that social influence, financial factors, and marketing communication had significant positive effects on enrollment decisions, explaining 61.6% of the variance. Curriculum quality and employment expectations were not statistically significant. Based on these findings, the faculty is recommended to prioritize digital communication channels to reach prospective students and their families, develop flexible scholarship programs and student loan options to reduce financial barriers, and strengthen alumni networks as social reference groups to attract new students.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของคณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏอุดรธานี
ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้ ไม่ใช่ความคิดเห็นและความรับผิดชอบของผู้จัดทำ บรรณาธิการ กองบรรณาธิการ และคณะวิทยาการจัดการ มหาวิทยาลัยราชภัฏอุดรธานี ความรับผิดชอบด้านเนื้อหาและการตรวจร่างบทความแต่ละเรื่องเป็นความคิดเห็นของผู้เขียนบทความแต่ละท่าน
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
Ajzen, I. (2002). Perceived behavioral control, self-efficacy, locus of control, and the theory of planned behavior. Journal of Applied Social Psychology, 32(4), 665–683.
Alves, H., & Raposo, M. (2024). Perceived value index in higher education. International Journal of Educational Management, 38(1), 25–45.
Awang, Z. (2012). Structural equation modeling using AMOS graphic. Penerbit Universiti Teknologi MARA.
Bandura, A. (1977). Social learning theory. Prentice Hall.
Bandura, A. (1986). Social foundations of thought and action: A social cognitive theory. Prentice Hall.
Batistic, S., & Tymon, A. (2017). Networking behaviour, graduate employability: A social capital perspective. Education+Training, 59(4), 374–388.
Baumgartner, H., & Homburg, C. (1996). Applications of structural equation modeling in marketing and consumer research: A review. International Journal of Research in Marketing, 13(2), 139–161.
Bentler, P. M., & Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88(3), 588–606.
Binraman, S., Netpradit, S., & Tungpantong, C. (2024). Factors influencing university selection and future educational trends: A survey of Thai high school students applying to study at KMUTT. The Asian Conference on Education 2024 Official Conference Proceedings.
Chapman, D. W. (1981). A model of student college choice. The Journal of Higher Education, 52(5), 490–505.
Chau, P. Y. K., & Hu, P. J. H. (2001). Information technology acceptance by individual professionals: A model comparison approach. Decision Sciences, 32(4), 699–719.
Fishbein, M., & Ajzen, I. (2010). Predicting and changing behavior: The reasoned action approach. Psychology Press.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.
Freeman, A., Nguyen, N., & Seidel, K. (2023a). Factors affecting college choice: Insights from The Freshman Survey 2023. American Council on Education.
Freeman, A., Nguyen, N., & Seidel, K. (2023b). Factors affecting college enrollment decisions: Results from the CIRP Freshman Survey 2023. American Council on Education.
Ghonim, A., & Corpuz, I. (2021). Moving toward a digital competency-based approach in applied education. International Journal of Higher Education, 10(5), 33–45.
Guo, X., Charoenviriyakul, C., & Damrongkoolsombat, W. (2023). Factors influencing a decision to choose a university: A case of Suan Sunandha Rajabhat University. The Journal of Development Administration Research, 13(2), 289–299.
Habets, O., Stoffers, J., Heijden, B. van der, & Peters, P. (2020). Am I fit for tomorrow’s labor market? The effect of graduates’ skills development. Sustainability, 12(18), Article 7746.
Hair, J. F. (2009). Multivariate data analysis. Pearson.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2019). Multivariate data analysis. Cengage Learning.
Helgesen, Ø., & Nesset, E. (2007). What accounts for students' loyalty? Some field study evidence. International Journal of Educational Management, 21(2), 126–143.
Hemelt, S. W., Stange, K., & Furquim, F. (2022). Why college students choose their major. Economics of Education Review, 88, 102–118.
Hemelt, S. W., Stange, K. M., Furquim, F., Simon, A., & Sawyer, J. E. (2021). Why is math cheaper than English? Understanding cost differences in higher education. Journal of Labor Economics, 39(2), 397–435.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135.
Hossler, D., & Gallagher, K. (1987). Studying student college choice. In Higher education: Handbook of theory and research (Vol. 5) (pp. 231–288). Springer.
Hossler, D., & Gallagher, K. S. (1987). Studying student college choice: A three-phase model and the implications for policymakers. College and University, 62(3), 207–221.
Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1–55.
Jantanukul, W. (2024). Rajabhat University concept for local development: Strategies, implementation, and community impact. Journal of Education and Learning Reviews, 1(6), 47–60.
Jitthima, P., & Kongprasert, N. (2022). Factors influencing Thai students’ university choices: A systematic literature review. Phuket Rajabhat University Journal, 18(1), 133–152.
Kelloway, E. K. (2014). Using Mplus for structural equation modeling: A researcher’s guide. Sage Publications.
Khamanarong, K. (2018). Rajabhat Universities' contributions to local community development: A case study in Northeast Thailand. Journal of Educational Research, 25(3), 455–471.
Laibson, D. (1997). Golden eggs and hyperbolic discounting. The Quarterly Journal of Economics, 112(2), 443–478.
LeBlanc, G., & Nguyen, N. (1999). Listening to the customers’ voice: Examining perceived service value among business college students. International Journal of Educational Management, 13(4), 187–198.
Li, M., Wang, X., Du, Y., Hongyan, Z., & Bo, L. (2025). Based on digital intelligence: Teaching innovation and practice of veterinary internal medicine in China’s southwest frontier. Frontiers in Veterinary Science, 12, Article 1651179.
Ličen, S., & Prosen, M. (2024). Strengthening sustainable higher education with digital technologies: Development and validation of a digital competence scale for university teachers (DCS-UT). Sustainability, 16(22), Article 9937.
Lomax, R. G. (2004). A beginner’s guide to structural equation modeling. Psychology Press.
Maringe, F. (2006). University and course choice: Implications for positioning, recruitment and marketing. International Journal of Educational Management, 20(6), 466–479.
Mogaji, E., & Yoon, C. (2019). Thematic analysis of marketing messages in UK universities’ prospectuses. International Journal of Educational Management, 33(7), 1561–1581.
Mohamadin, M., & Julaihi, N. H. (2023). Factors influencing students’ choice of diploma programs at Universiti Teknologi MARA, Sarawak Branch. Journal of Human Resources Development and Adult Learning, 9(2), 45–58.
Mohamadin, M. R., & Julaihi, N. H. (2023). Factors influencing students’ decision-making in choosing universities. International Journal of Academic Research in Business and Social Sciences, 13(5), 1234–1247.
Moogan, Y. (2020). Contemporary issues in higher education marketing: Emotional engagement. Journal of Marketing for Higher Education, 30(1), 21–35.
Moogan, Y. J. (2020). Marketing communications in UK universities: A review of student choice decision-making factors. Journal of Marketing for Higher Education, 30(1), 1–17.
Nunnally, J. C., & Bernstein, I. H. (1994). The assessment of reliability. McGraw-Hill.
Orcan, F. (2020). Parametric or nonparametric: Skewness to test normality for mean comparison. International Journal of Assessment Tools in Education, 7(2), 255–265.
Oymak, C., & Hudson, L. T. (2018). Parental influences on students’ career choices in STEM fields. Career Development Quarterly, 66(3), 201–214.
Pettongma, P. W. C. (2024). Creativity-based learning model in Thailand context. Intersecta Minds Journal, 3(2), 62–74.
Prasartkul, P., Thaweesit, S., & Chuanwan, S. (2019). Prospects and contexts of demographic transitions in Thailand. Journal of Population and Social Studies, 27(1), 1–22.
Puthitham, W., Khamthong, C., Yotka, R., & Kaewkanya, M. (2025). Strategies for managing vocational education to excellence. Journal of Education and Learning, 14(2), 230–238.
Sangwanglao, J. (2024). Competency-based education reform of Thailand’s basic education system: A policy review. SAGE Open, 14(2), 1–17.
Sarkodie, N. A., Asare, A., & Asare, D. (2020). Factors influencing students’ choice of tertiary education. Africa Development and Resources Research Institute Journal, 28(11), 58–92.
Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research Online, 8(2), 23–74.
Schunk, D. H., & DiBenedetto, M. K. (2020). Motivation and social cognitive theory. Contemporary Educational Psychology, 60, Article 101832.
Scott, T., & Guan, W. (2023). Challenges facing Thai higher education institutions: Financial stability and perceived institutional education quality. Power and Education, 15(3), 326–340.
Scott, T., & Guan, W. (2024). Influences on student outcomes at small Thai private universities. SAGE Open, 14(4), 1–15.
Sharma, S., Mukherjee, S., Kumar, A., & Dillon, W. R. (2005). A simulation study to investigate the use of cutoff values for assessing model fit in covariance structure models. Journal of Business Research, 58(7), 935–943.
Tahir, R., & Abdullah, Z. (2024). Shaping Industry 4.0 ready talent: TVET experts’ strategies in content selection. Malaysian Journal of Learning and Instruction, 21(1), 289–319.
Tahir, R., & Abdullah, Z. (2024). Shaping Industry 4.0 ready talent: TVET experts’ strategies in content selection –NGT and ISM approach. Universiti Utara Malaysia Working Paper.
Tee, P. K., Wong, L. C., Dada, M., Song, B. L., & Ng, C. P. (2024). Demand for digital skills, skill gaps and graduate employability: Evidence from employers in Malaysia. F1000Research, 13, Article 389.
Tran, T., Nguyen, H., & Le, M. (2024). Digital marketing communication and student decision-making. Asia Pacific Journal of Education, 44(1), 72–91.
Villarreal-Solís, M. E., Serna-Hinojosa, J. A., & Briones-Peñalver, A. J. (2023). Relationship between perceived value, student experience, and university reputation: Structural equation modeling. Humanities and Social Sciences Communications, 10, Article 854.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means–end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.
