Public Relations Communication Strategies and Influencing on Students’ Enrollment Decisions at the Faculty of Management Science, Suan Sunandha Rajabhat University

Abstract

This study examined the influence of public relations (PR) communication strategies on
students’ enrollment decisions at the Faculty of Management Science, Suan Sunandha Rajabhat
University. Using a quantitative descriptive research design, data were collected from 200
prospective and newly enrolled students through a structured questionnaire based on PR
communication and enrollment decision-making frameworks. Descriptive statistics, Pearson
correlation, and multiple regression analyses were used to examine the effectiveness of
different PR channels, including social media, official websites, open houses, and alumni
testimonials. The results revealed that overall PR communication strategies had a high positive
influence on enrollment decisions, with social media engagement being the most significant
factor, followed by official websites and open houses. Alumni testimonials also contributed
positively, though to a lesser extent. PR strategies explained 61% of the variance in students’
enrollment decisions, highlighting the importance of timely, credible, and interactive
communication. These findings suggest that strengthening digital PR channels, enhancing
content quality, and increasing alumni participation can further improve enrollment outcomes.