摘要：This study aims to find out the market orientation and the distinctive competence toward the service mix in study programs of higher education in Maluku Province, Indonesia. The research method used is descriptive method and explanatory method. The technique analysis used is Structural Equation Modeling (SEM). The total population of 242 departments/study programs, but respondents analyzed only consists of 221 of study programs. The result of this study is the relationship of market orientation with distinctive competence is included in the strong sufficient category. Partially and simultaneously, market orientation and distinctive competence have a positive influence toward service mix.
