<![CDATA[University reputation is increasingly influenced by the behaviors and contributions of organizational members, making an understanding of the internal mechanisms underlying reputation formation essential. This study aims to analyze the effect of organizational commitment on university reputation through organizational citizenship behavior and innovative work behavior. The study employed a quantitative approach using a cross-sectional survey of lecturers and educational staff at private universities in West Java, Indonesia. Data were collected through a digital questionnaire, yielding 128 valid responses. The data were analyzed using Partial Least Squares Structural Equation Modeling to assess the measurement model, structural model, and relationships among the variables. The findings show that organizational commitment has a positive and significant effect on organizational citizenship behavior but does not significantly affect innovative work behavior. Organizational citizenship behavior has a positive and significant effect on both innovative work behavior and university reputation. Innovative work behavior also has a positive and significant effect on university reputation. The analysis of indirect effects demonstrates that organizational citizenship behavior mediates the relationship between organizational commitment and university reputation, whereas innovative work behavior does not mediate this relationship. These findings indicate that organizational commitment needs to be translated into extra-role behaviors to contribute to university reputation. This study highlights the importance of organizational behavior in university reputation formation and provides implications for human resource management in higher education institutions.]]>
