Özet:

This research aims to determine the role of marketing innovation in developing the private university using the Structure Equation Model (SEM) analysis technique SmartPLS 3.0 through a quantitative survey design. The population in this study is new students from 21 private universities spread across the city of Serang. The sampling technique used purposive with a sample determination of 180. This study found that marketing innovation and brand image provided a competitive advantage and were used for student purchase intention considerations. This research contributes to steps that organizations can use in obtaining purchase intention. The COVID-19 pandemic has significantly impacted the economy and the field of higher education, especially private universities. The pandemic resulted in the closure of universities. It increased competition within the education sector in private universities through various approaches by academic institutions to provide higher-quality education during the COVID-19 restrictions.

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