Perception of University Students Regarding the Corporate Reputation of a Private University in the City of Trujillo.

Abstract

This research aims to assess university students' perceptions of the corporate reputation of a private university in Trujillo. Utilizing the REPTRACK Model, it explores students' views on the university's services. The study, with a mixed approach and descriptive scope, involved 264 students from Trujillo. Methods included a questionnaire and a Focus Group. Results indicated average ratings in Citizenship, Work, and Integrity (Rs=3.4), while Finance scored lower (Rs=2.99), suggesting economic management issues. However, Innovation scored higher (Rs=3.55), indicating adaptability. The Focus Group identified a medium-low reputation, affected by administrative and academic issues, but noted positives like infrastructure quality and flexible payment options for extracurricular activities. Overall, students' evaluation of the university's reputation is neutral.