Retention and Migration Factors of Senior High School Students: Basis for a Sustainable Marketing and Branding Program

Abstract

Background: Student retention and migration are critical challenges confronting Senior High School (SHS) institutions, including the University of Perpetual Help System – DALTA (UPHSD). Understanding the factors that influence students’ decisions to remain in or transfer from an institution is essential for developing effective recruitment, retention, and branding strategies.

Methods: This study employed a mixed-methods research design to examine the factors influencing retention and migration among SHS students at UPHSD during the School Year 2022–2023. Participants included 233 students from the Las Piñas, Molino, and Calamba campuses. Data were gathered using a researcher-validated questionnaire and semi-structured interviews. Quantitative analyses included frequency, percentage, weighted mean, and Kendall’s tau-b correlation, while qualitative data were analyzed through thematic analysis.

Results: Respondents were predominantly aged 16–18 (87%), female (70%), from lower-middle-income families (monthly income ₱20,000–₱40,000; 61%), and enrolled in the STEM strand (64%). Retention was most strongly influenced by career and employment prospects (M = 3.39), parental financial support (M = 3.28), strict policy implementation (M = 3.24), and school cleanliness and maintenance (M = 3.12). Migration was driven primarily by difficulties in specialized subjects (M = 2.88), high tuition fees, and additional costs (M = 2.76). Demographic profile—age, sex, family income, socio-economic status, and strand—exhibited statistically significant relationships with both retention and migration factors (p < 0.001). Qualitative findings further highlighted financial constraints, curriculum challenges, facilities adequacy, and service quality as key considerations.

Conclusions: Retention is promoted by strong career pathways, family support, conducive facilities, and consistent policies; conversely, migration is driven by academic difficulties in specialized subjects and financial burden. A sustainable marketing and branding program must address these factors through enhanced guidance services, financial assistance, curriculum adjustments, facility improvements, and responsive policies aligned with the institution’s mission of Character Building is Nation Building.