| This research is based on the globalisation emergence that happening throughout the world, especially Indonesia. Globalisation brings both positive and negative impact, one of the positive impact is the economic progress in several area, particularly the tourism sector. This progress should be balanced well with the advancement of existing components in the tourism sector such as hotels. There are a lot of hotel existing in Indonesia that cause a tougher competition between the hotels, so if a hotel wants to survive the competition, it must be has an continous innovation to make it more attractive and superior for the customers. Thus the purpose of this research is to analyze the impact of innovation service to the customer value at three-star business hotel in Jakarta. The sample used in this research were 150 respondents and techniques used for sampling is non-probability sampling. Data processing is performed by using Structural Equation Modeling. Results from this study is the Service Quality has a positive impact on customer satisfaction, Customer Satisfaction has a positive impact on Customer Value and Service Innovation has a positive moderating effect on Customer Value. The model has been declared fit by the value cmin / df by 1.94, RMSEA value of 0.079, GFI value of 0.9, chi-square value of 135.803, AGFI value of 0.85, PNFI value of 0.596 and PGFI value of 0, 6. |