A Conceptual framework is proposed that investigates the effects of marketing mix and service quality on perception of image and the implacations of students activity in higher education. To test the framework, structural equation modelling techniques by AMOS 16.0 are applied to data collected from 224 students in higher education. The findings show that marketing mix positively impact but not significant on image and students activity. And service quality positively impact and significant on image. Than service quality and image are also indicate that positively impact and significant on students activity. Finally the research structural equation modelling just only indicate not a very good fit model and have a marjinal support on model.