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Sam'un Jaja Raharja
Administrasi Bisnis, Fakultas Ilmu Sosial Dan Ilmu Politik, Universitas Padjadjaran, Indonesia
Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Public Health Social Sciences Transportation Other

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Journal : Jurnal Komputer Bisnis

 1 
DETERMINANTS OF SUSTAINABLE COMPETITIVE ADVANTAGE Yunani, Jennifer; Raharja, Sam’un Jaja; Susilawati Sugiana, Neng Susi; Tahir, Rusdin
Jurnal Komputer Bisnis Vol 18 No 1 (2025): Jurnal Komputer Bisnis
Publisher : LPKIA

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Abstract

Private universities in West Java and Banten face intense competition in attracting prospective students due to the proliferation of higher education institutions and changing market demands. This study aims to examine the determinant factors of sustainable competitive advantage, focusing on the roles of product mix and integrated marketing communication strategies. Using a quantitative approach, data were collected through a structured questionnaire distributed to 210 marketing managers and administrative leaders across private universities in the region. Structural Equation Modeling (SEM) was employed to analyze the relationships among variables. The findings reveal that both product mix and integrated marketing communication significantly influence the achievement of sustainable competitive advantage. Specifically, the alignment of academic program diversity with market needs and consistent, targeted communication campaigns contribute to institutional differentiation and long-term competitiveness. Theoretically, this research enriches the literature on strategic marketing in higher education by integrating marketing mix elements and communication frameworks. Practically, the study offers valuable insights for university leaders in developing effective marketing strategies to sustain competitiveness amidst a dynamic educational landscape.
Co-Authors Adela Rizki Nur Atikah Aditama, Muhammad Nabil Afifah Salihah AKHMAD, DEDE Anang Muftiadi Ani Nur Aeni, Ani Nur Aranis Chan Arianis Chan Asmara, Nadira Adinda Putri Audy Yudistira Lenggihunusa Avia, Muhammad Dusthin Putra Ayummi, Puti Azalia Nediva Kuntjoro Bambang Hermanto Bambang Hermanto Banatun Nafis Cecep Safa’atul Barkah, Cecep Safa’atul Cecep Safa’atul Barkah Chandra Hendriyani Charity Latanza Indahsari Dede Akhmad Devina, Arindya Putri Elfira Annisa Sastra Ellissa Priyanka Eriana Afnan Evelyn Sanadi Fadoli Fadoli Fathiha, Erika Azzahra Firah Fanesa Ginanjar, Jajang Hakim, Marsha Aulia Herawaty, Tety Herwan Abdul Muhyi Herwan Abdul Muhyi Herwan Abdul Muhyi Herwan Abdul Muhyi Herwan Abdul Muhyi Herwan Abdul Muhyi Ida Widianingsih Imam Suwandi Irvan Arif Kurniawan Itang Itang Jajang Ginanjar Khutami, Jumanul Qalby Lina Auliana Luthfi Thirafi Mardatillah*, Annisa Margo Purnomo Margo Purnomo Marsha Aulia Hakim Mas Rasmini Mega Adinda Eka Laksana Michael Marbun Miftahuddin, S.Si.,MAB., asep Mohammad Benny Alexandri Muhammad Lutfi Lazuardi Nenden Kostini Nurul Mardhiah Sitio* R. Anang Muftiadi Raden Marsha Aulia Hakim Ratih Purbasari Ratih Purbasari Ratih Purbasari Ratih Purbasari, Ratih Ria Arifianti Rivani - Rivani . Rivani Rivani Rivani Rivani Rusdin Tahir Rusdin Tahir Rusdin Tahir, Rusdin Salma Annisa Salma Shofia Rosyda Salma Shofia Rosyda Sari Usih Natari Sebastian, Felix Kenneth Sinta Ningrum Wiradinata Susilawati Sugiana, Neng Susi Wanty Cahyanti Wawan Wahyuddin Yunani, Jennifer Yuyun Yuniarti Yuyun Yuniarti, Yuyun