This research aimed to investigate the factors influencing the intention of international students to pursue graduate studies at Maejo University. The study focused on both internal factors, including personal factors (such as gender, age, marital status, occupation, educational background, and monthly income), and external factors, namely the marketing mix based on the 7Ps framework: Product, Price, Place, Promotion, People, Process, and Physical Evidence.
A quantitative research approach was employed, collecting data via an online questionnaire from 429 respondents who were either current students, alumni, or prospective students interested in pursuing graduate studies at Maejo University. The research instruments were validated for reliability and accuracy prior before data collection. The data were analyzed using descriptive statistics (such as percentage, mean, and standard deviation) as well as inferential statistics, particularly regression analysis, to determine the key factors influencing international students’ decisions.
The results revealed that the top three most influential factors were: 1) the university’s location (Place), with a regression coefficient (B) of 0.191, 2) the quality and experience of the staff (People), with a coefficient of 0.165, and 3) the curriculum (Product), with a coefficient of 0.148. Based on these findings, it is recommended that the university should enhance the safety, accessibility, and overall environment of its campus to better align with the lifestyles and expectations of international students. Additionally, the university should invest in developing staff competencies, particularly in communication, student advising, and intercultural understanding, to foster trust and engagement. Finally, continuous improvement of the curriculum to align with labor market trends and the evolving needs of international students is strongly encouraged.