<![CDATA[ABSTRAKDalam beberapa tahun terakhir, kesadaran akan Corporate Social Responsibility (CSR) telah berkembang di seluruh dunia, dengan minat terhadap CSR di antara universitas terus berkembang. Istilah CSR dalam bidang pendidikan lebih dikenal dengan University Social Responsibility (USR). Penelitian ini bertujuan untuk menganalisis dan membuktikan secara empiris pengaruh USR terhadap Reputasi, Ekuitas, dan Loyalitas Merek di universitas negeri dan swasta di Kota Surabaya. Metode penelitian yang digunakan adalah metode kuantitatif. Data yang digunakan adalah data primer dengan menyebarkan kuesioner. Penelitian ini menggunakan teknik analisis data Partial Least Square dengan bantuan software SmartPLS 3. Teknik sampling pada penelitian ini yaitu non probability sampling dengan pemilihan sampel berupa purposive sampling. Hasil penelitian ini menunjukkan bahwa USR berpengaruh terhadap Reputasi, Ekuitas, dan Loyalitas Merek di universitas negeri dan swasta di Kota Surabaya. Dengan penelitian ini dapat menambah literatur mengenai pengaruh University Social Responsibility terhadap Reputasi, Ekuitas dan Loyalitas Merek di universitas negeri maupun swasta. ABSTRACTIn recent years, awareness of Corporate Social Responsibility (CSR) has grown worldwide, with interest in CSR among universities continuing to grow. The term CSR in the field of education is better known as University Social Responsibility (USR). This study aims to analyze and empirically prove the influence of USR on Reputation, Equity, and Brand Loyalty at public and private universities in the city of Surabaya. The research method used is quantitative. The data used are primary data obtained through the distribution of questionnaires. This study employs Partial Least Square data analysis techniques with the assistance of SmartPLS 3 software. The sampling technique used in this study is non-probability sampling with purposive sampling. The results of this study indicate that USR has an impact on Reputation, Equity, and Brand Loyalty at public and private universities in Surabaya City. This study contributes to the literature on the influence of University Social Responsibility on Reputation, Equity, and Brand Loyalty at both public and private universities]]>
