The purpose of this study is to investigate the factors that affecting student's satisfaction and loyalty in Higher Education Institutions (HEI) at Ash Sharqiyah governorates (south and north) in Sultanate of Oman. This study is focusing on three factors which are brand awareness, brand image, and perceived value and their influence on student's satisfaction and loyalty. The study data were collected through both primary and secondary sources. It is applied the quantitative methods in collecting data through distributing questioners to HEI students in Ash Sharqiyah governorates (south and north) in Oman. There were 272 respondents from five HEIs in Ash Sharqiyah governorates. The questionnaire was distributed through web application platforms. The data were collected through Statistical Package for the Social Sciences (SPSS) V. 23.00, descriptive analysis, Pearson correlation coefficient and single and multiple linear regression are the main tests used to analyze the collected data. The significant finding of this study revealed that there is a positive relationship between brand awareness, brand image and perceived value with student's satisfaction and loyalty. Set of recommendations were presented in this research, the ability of HEI management to know the factors that affect student's satisfaction and loyalty, which contributes to maintaining the current students and attracting new students. Additional to that, it is assistance to formulate institution strategies for maintaining and enhancing the competitive advantage and increasing the market share of the corporation. This study focused on Ash Sharqiyah governorates in Oman, but the finding can be implemented for all similar higher education industry. Keywords: brand awareness, brand image, perceived value, student's satisfaction, student's loyalty