Track: Business Management

Abstract

Customer-oriented marketing strategies should be able to develop marketing programs and plans that deliver the appropriate value to customers. Customers for colleges are students, so students become key actors in contributing to value creation. The purpose of this study to build the strategy of the students' satisfaction of private higher education (PHE) through co-creation with experience value as an intervening variable. The number of respondents as many as 357 students from 32 PHE in South Sumatera Province taken with multistage random sampling technique. The analysis technique used structural equation model with LISREL program as a tool. The results of the research showed that co-creation has an effect on the value of experience and does not directly affect student satisfaction, but it has an indirect effect through the experience value experienced by the students. The value of experience created by co-creation will create the value of satisfaction for students, so the value of experience becomes a good intervening variable for the relationship between co-creation and students satisfaction in the PHE.