Unlocking the Pathways to Sustainable Competitive Advantage in the Indonesian Private Higher Education Sector: The Role of Value Co-Creation, Marketing, Innovation, and University Reputation Management Capabilities Dataset

Published: 20 March 2023| Version 1 | DOI: 10.17632/7xnkzxn75n.1
sabar aritonang rajagukguk


The rapid changes in the labor market have put significant pressure on private universities in Indonesia to develop innovative learning methods while facing resource constraints. To remain competitive, these institutions must leverage their capabilities to achieve sustainable competitive advantages. This quantitative study examines the impact of value co-creation capability, marketing capability, and innovation capability on the sustainable competitive advantage of private universities in Indonesia. University reputation management capability is also examined as a mediating factor. Using data gathered from 435 top leaders of 195 private universities in Indonesia, the study employed structural equation modelling to analyze the data. The study findings reveal that marketing capability, innovation capability, and university reputation management capability have a significant and positive impact on sustainable competitive advantage. However, value co-creation capability did not have a direct impact on sustainable competitive advantage. Furthermore, the research highlights that marketing capability, innovation capability, and value co-creation capability significantly and positively influence university reputation management capability, with marketing capability being the strongest relationship found. This research has important implications for private universities in Indonesia seeking to improve their sustainable competitive advantage in the face of changing labor market demands and limited resources.



University, Marketing