Abstract: With data collected from 219 first year students of a business school in Jakarta, this research purposes to explain the influence of corporate identity through corporate reputation and students satisfaction on student retention in one business school in Jakarta. This research used with quantitative survey method. To see the relationship between the variables, this research utilized structural equation model. The results of research indicated that the corporate identity has very significant influence to the corporate reputation. The corporate reputation has also, very significant influence to the student satisfaction. However, the corporate identity of business school simultaneously has small influence to the student retention as well as it has small influence to the student satisfaction. The corporate reputation has also small influence to the student retention. Nevertheless, the student satisfaction has moderate influence to the student retention. This study contributed to this college to increase student retention which regards to sustainability in higher education sector.