การประชุมวิชาการระดับชาติ ครั้งที่ 16
มหาวิทยาลัยราชภัฏนครปฐม

            The objectives of this research article aimed to: 1)  study the level of factors affecting the decision to study in Bachelor of Business Administration program in General Management of first year students at Nakhon Pathom Rajabhat University and the level of the decision to study; and  2)  study factors affecting the decision to study. It is quantitative research. The sample was 194 first-year general management students, calculated by the G*Power3 program, using stratified random sampling. The tool used was a questionnaire. Data were analyzed descriptively, using percentages, means, standard deviations and multiple regression analysis.

            The results of the research found that 1) the level of factors image of the department, motivational influence, educational expenses, Location, personnel andphysical characteristics is a high level of value in every aspect. and the level of decision to study is also at a high level. 2) personnel factors, image of the department, location, andphysical characteristics affect the decision to study further. As for the factors motivational influence, education expenses not affect the decision to study further by writing the prediction equation as follows:

Ŷ_tot = .726 + .284(X5) +.231(X1) + .171(X4) + .156 (X6)

            From the research results, the curriculum should be developed as follows: Teachers should be developed in terms of obtaining academic positions, information technology development training related to management to be used to develop teaching and learning, promote the image of the department by using social media to publicize various activities to make the target audience aware. As for location, it should be used in advertising through various channels, whether it is a location in the city and has convenient transportation, beautiful building pictures, classroom atmosphere and the environment that will attract them to study through various social media that have been created.