ABSTRACT
The COVID-19 pandemic has affected various fields, including higher education institutions. Changes in policies and norms cause universities to adjust to the brand equity-building strategies that have been carried out. The purpose of this study was to investigate student perceptions of the dimensions of university brand equity during the COVID-19 pandemic. This research was conducted at a private university in Lampung. The samples taken were 400 people with the criteria that they had become students during the pre-pandemic, during the pandemic, and post-pandemic. The research results found a significant relationship among the dimensions of university brand equity (brand awareness, perceived quality, brand association, learning environment, emotional environment, brand trust, brand loyalty, and university reputation). Therefore, brand equity dimensions affect the student learning experience in creating a solid university brand equity.
