Universitas Pendidikan Indonesia (UPI) is an autonomous state university. Thus, it is not bound by the bureaucratic regulation of the central government. This study examines the innovative strategies of QDF (Quality function deployment) approach through the adoption of service quality and Kano model with creative strategy to examine how UPI has performed. The research methods used is verification and descriptive while the units analysed are students, lecturers and UPI administrative staff through a survey method. A total of 270 respondents participated in this survey. Data was also obtained from interviews with stakeholders of UPI and analysed using Structural Equation Modelling (SEM). The findings showed development of QFD model and resources has an impact on the orientation of the university strategy, knowledge competency, value creation, and competitiveness. Development of QFD Model affected strategic orientation, while Knowledge and Value Creation were influenced by University Resources.