I keep getting rejected and I’m qualified.

I know, I know it’s the job process but I can’t fathom on how I keep on getting rejected for jobs that I am qualified for. I have four years of IT/Help Desk experience and I have a lot of years in customer service and I can’t even get a tier 1 level help desk job. I tried having my friend help me with interviewing since he works in IT and I practice my questions the day before an interview but I barely make it past the 1st round. I know I’m getting my hopes up but I just don’t know why I keep on getting rejected?