Abstract
The research was conducted with the aim of proving the influence of Brand Equity, Offering Equity, and Relationship Equity on Customer Loyalty for Mutiara Lombok Paradise Products, with a sample of 104 samples. The method in this paper is non-probability sampling and the samples are randomly selected by means of stratified random sampling. The primary data used in this research is primary funds. This study has a hypothesis, namely Brand Equity, Offering Equity, and Relationship Equity on Customer Loyalty for Mutiara Lombok Paradise Products. Data was collected with the help of a questionnaire with a differential semantic scale for the dependent variable and a binary scale for the independent variable. The research results were analyzed using the SPSS (Statisical Program for Social Science) method. The study found that (1) Brand Equity has a significant effect on customer loyalty (2) Offering Equity has a significant effect on customer loyalty (3) Relationship equity has a significant effect on customer loyalty (4) Brand equity, Offering Equity, and Relationship equity both have an effect significant effect on customer loyalty.
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