During the pandemic and the new normal era, all interactions and communications are carried out online. Therefore, the online learning experience is becoming more transparent. When viewed in the process, electronic Word-of-Mouth (eWOM) has become increasingly central in its role in the university's brand integrated communication. Stories on the internet related to the universities can affect the university's brand reputation. A positive online learning experience, which is told in online media will be a successful or positive Zero Moment of Truth (ZMOT). The good news will increase the university's brand image. On the other hand, an unpleasant online experience will become a negative ZMOT. This refers to a situation when without having to come directly and experienced it, prospective students can already imagine the value that will be obtained from a brand. A positive brand image will influence decisions regarding university selection for students and related influencers. The purpose of this study is to examine the extent to which online learning experience influences the creation of positive ZMOT and ultimately have an impact on building a brand image in the higher education context

Word-of-Mouth, Zero Moment of Truth, electronic

• Deva Prudensia Setiawan, S.T., M.M.

• Prof. Amalia E. Maulana, Ph.D.