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led to competition for educational institutions that is not only local or regional, but also

international. Global competition impacts in the education sector, one of the

internationalization of higher education (De Wit, Deca, & Hunter, 2015), which is

manifested through the four forms, namely: (1) the opening of branches of universities in

other countries (like the class extension), for example, American universities to open a

branch in Asia; (2), the cooperation between the universities of the country with

universities in other countries that offer degree programs, (3) lecture remotely through

both print and virtual media over the internet. A number of leading universities in the

United States, Europe, and Australia offers degree programs through this model, and (4),

the comparative study of the quality of higher education that produces college ranking

(PTS) in West Java nearly 40% of them in an unhealthy condition due to lack of students

(LLDikti Region IV, 2011).

Competitive advantage to be owned by polytechnics should be tailored to the

potential and variety of its resources. The ability to generate superior value that is deemed

worthy to polytechnic believed in vocational education. Vocational education programs

believed to be an option to boost the skills and practical skills according to related field;

benefits, quality, product-specific attributes, events product use, the position of the

competitor's product and product class classification. Thus, referring to the need to know

the position of ethics in service triangle context on higher education, the identification of

empirical support for the general theory of marketing ethics and ethical phenomenon,

or physical activity. Everything involves individuals in assessing, acquiring and using

goods and services.

Middle Range Theory or the theory used in this study is the theory of Strategic

Marketing for educational services with the applicable theories (Applied Theory) relating

to services marketing mix theory, the theory of competitive advantage, and the theory of

marketing ethics. According to (Kotler & Keller, 2012) educational institutions realize

that they have a lot of marketing issues, ranging from the declining number of students

who enroll, small grants for education and other sources of income, while operating costs

continue to rise. It is reminded that the educational institutions are also thinking about the

reliance on markets where they are. Many educational institutions are in the face of

assets and facilities owned by the company, because the use of assets provides efficiency,

when the company has different products with competitors' assets, it will be different, (2)

impression on the product, (3) (Ali, 2020) concludes that organizational capabilities

include information, product development, relationship building associated with

competitive advantage, (4) (Abdullah & Rosliyati, 2020), concludes that the product

strategy and value creation affect competitive advantage.

Promises, in the view of the promises ethics, are a specific obligation that forms

engagement with other parties who receive the promises. This engagement morally raises

obligation that the promises made by others should be kept. Berry stressed that the basis

for maintaining relationship in services is the promises that has been made to the

are referred to as key actors.

Various studies relevant to the promises ethics can be summarized as follows: (1)

(Mohr & Bitner, 1995) concludes that the activities of the company to attempt to meet

promises has been given to the customer has something to do with the skills, abilities,

motivation and system, (2) (Darroch, Miles, Jardine, & Cooke, 2004) concludes that the

commitment of providers ethics in delivering the promises and sense of responsibility

effect on the willingness to fulfill the promises, (3) (Schwepker & Schultz, 2015)

concludes that honesty is a part of fairness and openness, and communicating it properly

with the aim of creating trust for the other party, (4) (Sferrazzo & Ruffini, 2021) asserts

that ethical policies relating to the development of ethics in the organization that enable

polytechnic. In this study, it was used a range of time (time horizon) which was one shoot

Score / WMS. In the verification study with the approach in modeling and solution

(SEM) based on a variant or a component, namely the Partial Least Square (PLS).

The population in this study is the overall characteristics of the study variables

while the unit of observation is the active students at the private polytechnic in West Java

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sample size in this study is 385 respondents.

Regarding to the right of refusal (the right not to respond on statements) of the

collected, so the number of questionnaires that can be processed is only 330 copies.

Table 1 Recapitulation of Promises Ethics in service marketing triangle context

Table 3 Test Result of the Influence of Promises Ethics on Competitive Advantage

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education is that parties play a role in running the college management to understand and

perform the functions and role of appropriate authority and responsibility. Parties whose

Rector, the Committee (if any), Bureau Chief, Dean and the Vice Dean, The Structural

Officials, Faculty, Head of Unit and Employees.

the context of service marketing service directly influence the competitive advantage

(66.75 %). And to make more quality in organizing higher education, it should do any

programs both nationally and internationally as well. The socio-cultural benefits,

collaboration could be used to support the development efforts and the development of

national development and also collaboration can be used to increase the role and image of

confidence of the international community. To make collaboration, partnership and

used in higher education. Those are are external marketing, interactive marketing, and

internal marketing. The concept shows a linkage group that work together to develop,

promote and deliver services that are referred to as key actors.

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