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This research is a study to build a new concept of the role of service quality in the trust and competitive advantage of private universities in Kepulauan Riau province. The research method used is causalistic explanatory research. Dissemination of the survey was conducted by using simple random sampling at 10 universities in Kepulauan Riau province. The number of respondents in this study is 425 students representing all students from private universities in Kepulauan Riau province. The results of this study indicate that service quality contributes to the formation of trust in private universities in Kepulauan Riau province; and trust plays a role in creating the excellence of private universities in the Kepulauan Riau Province. This study concludes that private universities in Kepulauan Riau province should pay attention to the role of service quality and trust in order to maintain their competitive advantage