In choosing a university, students often consider some factors that will enhance their well-being and give them satisfaction in the future. The reputation of universities in Indonesia is mostly determined by brand equity and service quality, which in turn affect customer satisfaction. However, even though several kinds of research have been done on this matter, we were not able to find any that measures the effects of brand equity and service quality on universities’ reputations, which impacts customer satisfaction. Consequently, this research aims to measure the impact of higher education institutions’ reputations on customer satisfaction and to examine how brand equity and service quality affect reputation. The unit of analysis in this research is 215 students from 3 reputable universities in Jakarta, Indonesia. The statistics tool used was Structural Equation Modelling. The findings show that brand equity and service quality affect higher education’s reputation positively and significantly and impact customer satisfaction. The higher the brand equity and the service quality, the better the reputation, and students’ satisfaction, in turn, the stronger the intention to choose the universities. This result is expected to be useful for universities in Indonesia as an additional reference in developing policies that would increase customer satisfaction in the university system so that the intention to choose the universities will increase. Keywords: brand equity, customer satisfaction, higher education reputation, service quality

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