Abstrak

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.