<![CDATA[This study examined how Google Analytics (GA) shapes Data-Driven Decision-Making (DDDM) and Marketing Agility (MA) among private higher education institutions (PHEIs) in West Java, and whether DDDM mediates the GA–agility relationship. This study employed a quantitative explanatory cross-sectional survey design. Data were collected from PHEI marketing and admissions practitioners, consisting of 108 respondents from GA-adopting institutions analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4, while 19 respondents from non-adopting institutions were analyzed descriptively as a benchmark. The findings reveal that GA utilization significantly improves DDDM, and DDDM significantly enhances Marketing Agility. Furthermore, DDDM partially mediates the relationship between GA utilization and Marketing Agility, while GA also has a significant direct effect on agility. Non-adopting institutions demonstrate lower agility levels, with human resource analytics literacy identified as the main adoption barrier. Analytics-driven agility develops through both strategic decision-making processes and direct tactical responses to market signals. This study is limited by its cross-sectional design, single-province context, exclusive focus on GA4, and limited non-adopter sample size. This study extends Dynamic Capabilities theory by demonstrating the dual pathway mechanism between analytics utilization and institutional agility while providing practical guidance for PHEI leaders in developing analytics capabilities.]]>
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