Application of Digital Technology to Publicize Educational Programs by Exploratory Factor Analysis Application of Digital Technology to Publicize Educational Programs by Exploratory Factor Analysis

Abstract

The objectives of this research were to 1) study the factors that influence the decision to study in the educational programs of Rajabhat University utilizing a survey factor analysis, 2) develop digital media for public relations for educational programs according to the factors deciding to study educational programs at Rajabhat Maha Sarakham University and 3) to study the results of using digital media for publicizing educational programs according to the decision-making factors for admission to Rajabhat Maha Sarakham University educational programs. The research tool was a questionnaire on the opinions of undergraduate students, a digital media perception questionnaire, and a questionnaire on teachers' views on digital media. The statistics used in the research were mean and standard deviation and Exploratory Factor Analysis (EFA).

            The results showed that 1) the survey factor analysis of the 50-question questionnaire had a questionnaire coexistence between 0.467 and 0.903, and the reliability of the whole questionnaire had high confidence (Alpha coefficient = .927). The confidence in each factor was acceptable (The alpha coefficient was in the range of .912 to .959). The factor or variable had the factor loading in 0.682-0.829, 2) development of digital media for educational curriculum publicity conducted by selecting the factors with the highest component weight of 9 items with the component weight between 0.882-0.851 to design the elements of public relations media and develop public relations media in the form of online media, consisting of poster media, banner media, and presentation media. The expert opinions on the generated media were appropriate at the highest level, and 3) The results of the trial using public relations media for educational curricula (1) Opinions of teachers and staff towards digital media for public relations for educational curriculum Overall, they were satisfied at a high level and (2) Overall, students' opinions towards digital media for publicizing educational programs in perception and satisfaction were at the highest level.