Nasrullah Yusuf, Didin Muhafidin
The COVID-19 outbreak experienced by all countries worldwide has a significant impact on all aspects of life. Higher education is shifting away from face-to-face practices and into online learning, also known as E-Learning. Many private universities in Indonesia, including those in Bandung, are vying to develop their E-Learning capability to recruit students to study on their campuses. This research aimed to look into E-Learning, technology service efficiency, and brand image on student satisfaction at private universities in Bandung. The study consists of students currently enrolled in numerous private universities. The study took a quantitative approach, with data evaluated using Smart PLS Structural Equation Modeling (SEM). This study's results show that Online study has a significant impact on student satisfaction. Student satisfaction is affected positively by the quality of electronic information technology services, and student satisfaction is influenced positively by the university's market identity. According to these reports' conclusions, private universities should follow these three criteria to compete in the highly fierce university rivalry.