Author(s): Touchakorn Sammasut
The purpose of this research was to (1) develop a relationships model among integrated marketing communication and decision making on public university choice of an undergraduate student in the eastern and (2) validate a relationships model among integrated marketing communication and decision making on public university choice of an undergraduate student in the eastern. This research applied Mixed Methods. The instrument was an online questionnaire. The sample consisted of 400 undergraduate students in the eastern by multi-stage random sampling. The reliability coefficient (α) of the research instrument was equal to .95. Descriptive statistics were generated using SPSS; causal modeling involved the use of AMOS. The result of this research found out the relationships model among integrated marketing communication and decision making on public university choice of an undergraduate student in the eastern was consistent with the empirical data. Goodness of fit statistics were: chi-square test=9.75, df=12, p=. 64, TLI=1.00, CFI=1.00, RMR=.03, RMSEA=.00 and relative chi-square=.81. The variables in the model accounted for 94 percent of the total variance of decision-making on public university choice. In conclusion, the integrated marketing communication had a positive direct effect to decision making on public university choice of an undergraduate student in the eastern region with 0.97 effect size at a significant level .01.