<![CDATA[The rapid growth of private higher education institutions in Indonesia has intensified competition and created challenges for universities in maintaining institutional competitiveness and student satisfaction. This study explores how Good University Governance (GUG), facilities and infrastructure, and institutional brand image contribute to competitiveness and student satisfaction at Universitas Muhammadiyah Tangerang (UMT), an Unggul-accredited private university in Banten Province. A qualitative case study approach was employed to gain an in-depth understanding of the experiences, perceptions, and practices associated with these factors. Data were collected through semi-structured interviews, observations, and document analysis involving university leaders, lecturers, administrative staff, and active students selected purposively based on their relevance to the research focus. The data were analyzed thematically through data condensation, data display, and conclusion drawing, with triangulation employed to ensure the credibility of the findings. The findings indicate that Good University Governance contributes to institutional competitiveness through transparent decision-making, participatory management, accountability, and service quality. Adequate facilities and infrastructure support competitiveness by creating a conducive academic environment and improving the quality of learning and student services. Meanwhile, institutional brand image is reflected in the university's reputation, academic identity, public trust, and students' perceptions of institutional quality, which shape both competitiveness and student satisfaction. The findings further suggest that these three dimensions are interrelated rather than operating independently. The study concludes that strengthening governance quality, developing adequate and student-oriented facilities, and consistently building a credible institutional brand are essential strategies for private higher education institutions seeking to enhance competitiveness and student satisfaction in an increasingly competitive higher education environment.]]>
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