• Eko Tjiptojuwono Business Administration, Politeknik NSC, Surabaya, Indonesia
  • Hening Widi Oetomo Indonesia School of Economics (STIESIA), Surabaya, Indonesia


The service dominant logic theory has 10 premises. One of the important premises to analyze is the value proposition. There are 11 value proposition indicators proposed by Vargo and Lusch (2004), namely newness, performance, customization, getting the job done, design, brand or status, price, cost reduction, risk reduction, accessability, and convenience or usability. This study was conducted to determine the most dominant indicators have the appropriate value, especially in higher education. The research data was collected by random sampling method and obtained 82 respondents who are students of a university. The questionnaire was given using a Liket scale of 1-4. The data is then processed and presented in the form of tables and figures, then analyzed descriptively to find out which indicators get the best response. The results showed that the feedback and risk reduction indicators got the best response. And performance and design indicators get the lowest response. Thus, it can be concluded that feedback and risk reduction are very important factors seen by consumers on the value proposition, especially in the higher education service industry.


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