Higher education is the final institution that every person should pursue in order to finish their educational journey. Higher education institutions are required to provide a good quality of service that aims to achieve the satisfaction of the students, which derives from the recommending behavior of the students towards the institution. Excellent service quality given by higher education institutions is supposed to have a positive correlation with student satisfaction and WOM behavior. However, the evidence from bachelor of business program students (XYZ campus), which was believed to offer a high-quality curriculum, qualified lecturers, and sifficient facilities, is different from students' intention to recommend the campus. Thus, the study examines factors influencing students' WOM intention and WOM behavior from the perspective of student satisfaction and higher education service quality (HESQUAL). PLS structural equation modeling (SEM) is used in this quantitative study. The questionnaires were distributed to 109 bachelor of business program students of XYZ campus, with a stratified sampling method. It was collected in March 2024, consisting of XYZ students from various classes (Class of 2020, 2021, 2022, and 2023). The result of this research is that higher education service quality (HESQUAL) has a positive and significant effect on student satisfaction, Student satisfaction has a positive and significant effect on WOM behavior. The highest dimension score for HESQUAL is the lecture quality. Even though the R-squared of WOM intention tends to be low, HESQUAL and student satisfaction are important factors in students' recommendation of a campus. Thee findings have important implications, which are maintaining the lecture quality and knowledge service and improving students activities to ensure student satisfaction among business schools.