<![CDATA[This study examines the digital reputation of private higher education institutions through Google Maps reviews by comparing Matana University and Pradita University. The data were obtained from two Outscraper Excel files containing 468 review records, consisting of 218 Matana University reviews and 250 Pradita University reviews. A mixed-method approach was applied, combining descriptive rating analysis, star-rating-based sentiment classification, and thematic content analysis of 166 textual reviews. The findings indicate that both institutions receive highly positive digital perceptions, with an overall average rating of 4.64 and a dominant share of five-star reviews. Positive sentiment accounts for 92.1% of the dataset, while the Mann-Whitney test indicates no statistically significant difference in ratings between the two institutions (p = 0.906). Thematically, Pradita University is more prominent in campus facilities, campus environment, and recommendation-oriented image, whereas Matana University is stronger in academics and lecturers, strategic location, diversity, and industry networks. The study shows that location-based digital reviews can serve as an early evidence source for reputation management, higher education marketing, and internal quality assurance.]]>
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