THE EFFECT OF DISTINCTIVE CAPABILITY AND CONSUMER REQUIREMENT ON VALUE CREATION

Nurkardina Novalia; Alhadi Yan Putra; Ahmad Maulana; Zahruddin Hodzay

doi:10.24071/icebmr.v2i1.241

Authors

Nurkardina Novalia Sriwijaya University Author
Alhadi Yan Putra Sriwijaya University Author
Ahmad Maulana Sriwijaya University Author
Zahruddin Hodzay Sriwijaya University Author

DOI:

https://doi.org/10.24071/icebmr.v2i1.241

Keywords:

university, distinvctive capability, consumer requirement, value creation

Abstract

This study aims to investigate the direct influence of distinctive capability and consumer requirements on value creation in private universities in the LLDIKTI Region II area. The method used is Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the relationship between these variables. The results showed that distinctive capability and understanding of consumer needs play an important role in improving value creation in higher education. The college's distinctive capability has a positive impact on the institution's image and attractiveness in the eyes of prospective students and stakeholders. In addition, by meeting consumer demands, universities can create higher value through innovation, superior services, and unique benefits. The findings provide a strong foundation for universities to focus on developing special capabilities and meeting consumer needs to improve marketing performance. This research makes a valuable contribution to understanding the factors that influence college marketing and provides guidance for strategic decision-making in educational institutions.

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