Marketing Performance Of Private Universities: A Study In South Sumatra And Lampung Provinces

Abstract

In the context of increasingly tight competition in the world of education, especially higher education, this is the basis for this research to investigate the influence of distinctive capabilities, customer requirements, and value creation on the marketing performance of higher education institutions in LLDIKTI Region II in the cities of Lampung and Palembang. To analyze the structural model, this research uses partial least squares structural equation modeling (PLS-SEM). The research results show that distinctive capabilities, customer requirements, and value creation have a significant direct influence on marketing performance. Based on these findings, universities need to focus on developing strong and unique distinctive capabilities to differentiate themselves from competitors, involving investment in human resources, facilities, and exceptional academic programs. secondly, actively interact with students and other stakeholders to understand their needs and ensure satisfaction of customer demands, including curriculum updates and supporting services. Lastly, continue to encourage innovation and value creation in their services. This research provides an important contribution in understanding the factors that influence higher education marketing performance, which can help higher education institutions in developing more effective marketing strategies to face increasingly fierce competition in the world of higher education.