<![CDATA[The adoption of digital advancements in the higher education sector in Indonesia is currently experiencing rapid growth, yet it frequently encounters technical and operational challenges that could impact user experience. This research aims to explore the impact of Digital Service Innovation (X) on University Image (Y), with Student Satisfaction (Z) serving as a mediating factor. The methodology used in this study is quantitative and follows a descriptive format. Information was gathered by sending out surveys to 233 active students at Telkom University. The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS software. The findings demonstrate that, directly, Digital Service Innovation positively and significantly influences Student Satisfaction (path coefficient = 0. 960) and University Image (path coefficient = 0. 472), while Student Satisfaction also positively and significantly impacts University Image (path coefficient = 0. 498). Indirectly, Digital Service Innovation has a positive and significant influence on University Image through Student Satisfaction (O=0. 478, t=5. 668, p=0. 000). The R Square value indicates that it accounts for 98. 0% of the variance in Student Satisfaction and 98. 7% in University Image. The outcome of this study confirms that the ongoing improvement and effective adoption of digital service innovations that align with student needs significantly enhances the university's reputation and positive image.]]>
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