<![CDATA[Increasing competition among higher education institutions, particularly private universities, has necessitated strategic approaches to strengthen competitiveness and attract prospective students, including the implementation of University Social Responsibility (USR) initiatives. USR aligns with the principles of the Tri Dharma Perguruan Tinggi (Three Pillars of Higher Education) and plays an important role in shaping institutional reputation, stakeholder trust, and brand equity. The disparity between the large number of private universities and their relatively lower share of new student enrollment compared with public universities underscores the importance of socially responsible initiatives in influencing stakeholder perceptions. This study aimed to examine the effects of USR on brand loyalty, brand equity, and brand trust, with brand reputation serving as a mediating variable, among postgraduate students at Ciputra University in Surabaya, Indonesia. A quantitative research approach was employed, involving a population of 373 Master of Management students enrolled in the 2022–2025 cohorts. A final sample of 139 respondents was selected using convenience sampling. Data were collected through an online questionnaire using a five-point Likert scale and analyzed using partial least squares structural equation modeling (PLS-SEM). The study sought to contribute to the theoretical understanding of USR within the context of Indonesian private higher education institutions and provide practical managerial insights into developing effective USR strategies to strengthen institutional reputation, brand trust, brand loyalty, and brand equity amid intensifying competition in the higher education sector.]]>
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