The Influence of Marketing Mix on Student Decision Making in Choosing University A in Bangkok, Thailand

Abstrak

This study aims to analyze the influence of marketing mix on students' decision to choose University A in Bangkok. With a quantitative approach, primary data was collected from 36 students through an online questionnaire, then analyzed using SPSS. The analysis includes classical assumption tests and multiple linear regression. Theoretically, the novelty of this research lies in the testing of the 7P marketing mix in the context of educational institutions in Thailand, in particular University A, which has not been widely researched. The test results showed that of the seven variables, only Physical Evidence had a positive and significant influence. Other variables such as Product, Price, and Promotion have no significant influence. The practical implication of these findings is that University A’s management needs to prioritize investment in the quality of campus infrastructure and facilities as a key strategy to attract new students, as this tangible factor has proven to be more dominant than other elements of the marketing mix in shaping student decisions.