<![CDATA[ Purpose: This study aims to analyze the effect of service innovation on marketing performance and examine the mediating roles of brand image and competitive advantage in private vocational high schools in Tangerang City. Research Methodology: This study employed a quantitative approach with a causal research design using a survey method. The population consisted of 110 private vocational high schools in Tangerang City, and census sampling was applied. Data were collected through questionnaires using a 1–10 interval scale and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4. Results: The findings indicate that service innovation significantly influences marketing performance, competitive advantage, and brand image. Among these relationships, service innovation has the strongest effect on brand image (β = 0.703), indicating that innovation in educational services plays an important role in shaping positive public perceptions of schools. Furthermore, brand image and competitive advantage significantly improve marketing performance. The mediation analysis reveals that both variables partially mediate the relationship between service innovation and marketing performance, with brand image showing a stronger mediating effect (β = 0.232) than competitive advantage (β = 0.124). Conclusion: Service innovation contributes to improved marketing performance not only through direct effects but also by strengthening organizational assets, particularly brand image and competitive advantage. This study extends knowledge in educational service marketing and management by demonstrating that stakeholder perceptions of school reputation represent a critical mechanism for converting service innovation into superior marketing outcomes. Limitations: This study was limited to private vocational high schools in Tangerang City and used a cross-sectional design, which may restrict broader generalization. Keywords: Brand Image; Service Innovation; Competitive Advantage; Marketing Performance; Private Vocational High Schools. How to Cite: Krista, S. A. S., Lutfi, & Nupus, H. (2026). Improving marketing performance through service innovation: The mediating roles of brand image and competitive advantage at private vocational high schools in Tangerang City. Jurnal Media Ekonomi, 31(2), 70-79.]]>
