Competition to have students in higher education not only attempt at the provincial level but also higher education outside the province and abroad. This study attempts to determine quantitatively whether the company name for the brand through brand trust, brand bahavior more affected buy education services through intention to join as a student. Analyzed data is primary data, which are cross section data, collected by conducted a field survey and spread out list of questions to 155 respondents of high school students. Technique of analysis used is the structural analysis modeling (SEM) with software of AMOS 16.0. Based on data processing, it gained more brand trust, it will significantly increase buying intention on Universitas Internasional Semen Indonesia, while the higher brand trust, will significantly increase over brand behavior in Universitas Internasional Semen Indonesia. Nevertheless, behavior changes of brand not significantly affect buying intention on Universitas Internasional Semen Indonesia.