ABSTRACT
Nowadays, customers are getting smarter, price conscious, demanding, less forgiving, and ap-proached by many products, which also happens in the banking industry. The aim of this study is to find out the impact of brand equity and customer satisfaction to customer loyalty of BUMD banks. This research used descriptive and verification method. The population in this study was 4192 by involving 110 respondents as the sample. Meanwhile, data collection was carried out through observation, interviews and questionnaires to obtain primary data. Multiple linear regression analysis was used in this study to analyze data statistically. The results of multiple regression studies indicated that brand equity variables and customer satisfaction had a sig-nificant contribution to loyalty. Therefore, companies must be able to maintain the existing clients/customers seen from various factors to get sustainable value in carrying out its business activities. The hypothesis that brand equity and customer satisfaction had positive and significant influence to the loyalty of BUMD Bank customers was accepted. Further study can be carried out by perceiving other factors that have contributions in customer loyalty.
