Supriyadi and Willy Arafah
This research was conducted in several higher education institutions in South Sumatra, the research questionnaire was distributed as many as 347 respondents and the results showed all hypotheses were positively correlated and accepted, except the influence of subjective norms on customer value co creation behavior there is a negative effect. Based on the results of this study indicate that the services provided at tertiary education must be better and focus on respondent satisfaction, tertiary education must also formulate to improve the brand image of tertiary education through good service. Higher education must be able to create a good academic culture, so that information from word of mouth can be carried out properly. Following the brand experiences, they should formulate branding strategies enabling the customer attitude and behavior. The research contributes to the value of co-creation by considering several variables which influence customer behavior such as brand awareness, perceived quality and also analyze multiple aspects of brand experience and its impact on customer attitude and behavior