แนวโน้มการศึกษาต่อหลักสูตรบริหารธุรกิจบัณฑิต สาขาวิชาการจัดการธุรกิจดิจิทัล (หลักสูตรนานาชาติ) คณะบริหารธุรกิจเพื่อสังคม ร่วมกับวิทยาลัยนวัตกรรมสื่อสารสังคม มหาวิทยาลัยศรีนครินทรวิโรฒ

Abstract

This research aimed to study the trends of studying in the Bachelor of Business Administration Program (International Program) of the Faculty of Business Administration for Society cooperating with the College of Social Communication Innovation, Srinakharinwirot University. The research samples were 400 students in the secondary school at Grade 12 level by using a questionnaire as a tool for collecting data. The statistics used in analyzing data included frequency, percentage, mean score, standard deviation and the measure of correlation using the Pearson’s Product-Moment Correlation Coefficient. The results of the research revealed that most respondents were female with GPA between 3.01- 3.50, majoring in Language – Arts program, and the family monthly income was less than or equal to 40,000 baht. The results of the hypothesis testing were found that the factors of the marketing mix on distribution and process related to the trends of study in the Bachelor of Business Administration Program (International Program) at statistically significant levels of .01 with a high-level and positive correlation. In addition, the factors of the marketing mix on product, price, people and employee, and physical evidence related to the trends of study in the bachelor of business administration program (International Program) at statistically significant levels of .01 and .05 respectively, with a low-level and positive correlation.