<![CDATA[Private universities face increasing challenges in attracting Generation Z students to pursue higher education. As individuals born between 1997 and 2012, Generation Z is characterized by digital literacy, critical thinking, and dynamic lifestyles. Consequently, their university selection decisions are influenced not only by academic quality but also by institutional image and the extent to which a university aligns with their lifestyle preferences. This study aims to examine the influence of institutional branding and Generation Z lifestyle on the decision to choose private universities in the Greater Tangerang area, including Tangerang City, Tangerang Regency, and South Tangerang City. A quantitative survey approach was employed involving 155 Generation Z respondents. The collected data were analyzed using multiple linear regression following validity, reliability, and classical assumption tests. The results indicate that institutional branding and Generation Z lifestyle simultaneously have a positive and significant effect on university selection decisions (F = 956.753; p < 0.001), with a coefficient of determination (R² = 0.926). Partially, institutional branding exerts a stronger influence (β = 0.589; p < 0.001) than Generation Z lifestyle (β = 0.382; p < 0.001). These findings suggest that a strong institutional reputation and image, supported by marketing strategies that align with Generation Z characteristics, are key factors in enhancing the attractiveness of private universities. The study provides practical implications for university administrators in developing more effective branding and educational marketing strategies to improve competitiveness in attracting prospective students.]]>
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