This research aims to investigate the influence of the external and internal environment on the application of the principles of Good University Governance (GUG) and their implications for the quality of private universities (PU) in Bandung City. This study uses a quantitative approach with a research instrument in the form of a questionnaire designed to measure perceptions of external and internal environmental conditions, implementation of GUG, competitive strategies, and quality of PU. The research results show that the external and internal environment has a significant influence on the implementation of GUG at PU Bandung. In particular, the external environment has a significant impact on the implementation of GUG, emphasizing the importance of paying attention to external factors in implementing good University Governance. Apart from that, the internal environment also has a significant impact, indicating the need for PU managers to pay attention to internal conditions in implementing GUG. The findings of this research confirm that the external and internal environment plays an important role in implementing GUG at PU Bandung. Furthermore, the implementation of GUG has a positive impact on the overall quality of PU. Therefore, it is recommended that private university managers pay attention to both the external and internal environment in an effort to improve the quality of private universities in the city of Bandung. By implementing GUG principles well, private universities can strengthen their competitive strategies and overall improve their quality in society