ABSTRACT: The objectives of the study to examine the effects of service quality, institutional image and promotion strategies on customer value through customer attractiveness and customer experience of private shipping academies on the Java and Kalimantan. The research population is 3,406, students (cadets) of the shipping academy on the Java and Kalimantan. Using the Slovin formula with a 5% tolerance, samples of 358 respondents.The model tested with Generalized Least Square Estimation (GLS) and Structural Equation Model (SEM) analysis. Results show that the model (fit) can be seen from the values of GFI, AGFI, TLI, CFI, RMSEA and CMIN/DF, which amounted to 0.922, 0.914, 0.962, 0.973, 0.062 and 1,230 respectively in the expected value range so that the model can be accepted. The results showed that 1). Service quality affects the attractiveness, and value of academy customers. While the quality of service does not affect the customer experience. 2). The image of the institution affects the attractiveness of the academy. Meanwhile, the image of the institution has no effect on customer experience and customer value. 3). Promotion strategy affects the attractiveness of the academy, customer experience, and customer value of the academy. 4). Attractiveness affects the customer experience, and customer value. 5). Customer experience affects the value of private shipping academy customers in Java and Kalimantan.Remind that the vast role of promotion strategies on customer value of shipping academy, it is recommended that management improve the promotion strategy by providing information through advertisements, as well as by using other strategies such as creating national-scale activities, such as making friendly soccer matches between High school students, and equivalent. Thus the existence of a private shipping academy is maintained.

KEYWORDS: -service quality, institutional image, promotion strategy, customer attractiveness, customer experience, customer value.