Same money. USC for business and public policy or UPenn for economics or urban studies. Like USC more (spirit, location, better fit) but UPenn is better school (also a little intimidated).
If you like USC more, then you have your answer. 
If you want to live in California then no doubt go USC
If you dont then go Penn
God it’s hard to turn down Penn but if you like USC much better (it’s evident in your words about it), go for it!