Student loyalty generally refers to the formed bond between the student and a university. This relationship between a university and its students proves essential in a university's success in the competitive field of higher education institutions. The aim of this study was to determine the factors affecting students' loyalty among high school students to pursue their college or higher education in their current universities by utilizing Self-Determination Theory and Extended Theory of Planned Behavior. A total of 1224 high school students voluntarily participated and answered an online questionnaire that consist of 80 questions. Structural Equation Modeling (SEM) showed that competency had the highest direct significant effect on perceived behavioral control which subsequently led to student satisfaction, followed by relatedness and empathy. In addition, student satisfaction had the highest direct effect significant effect on student loyalty, followed by university image and effectiveness. Interestingly, university ranking, programs offered, and kinship patronage also had significant indirect effects on student loyalty. This new framework may be a theoretical foundation for universities to enhance student loyalty and student recruitment. Considering students as customers, the satisfaction of students would result in an increase in the application which would present an increase in population, sales, marketability, and profitability of the university.
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