TAF PUBLISHING

This study focused on the brand equity that affects brand loyalty of the bottled mineral drinking water by integrating brand equity and brand loyalty models. This study adopted self-administered questionnaires to collect data and used quantitative data analysis. Four hundred of customers who drank the bottled mineral drinking water were collected. The sample was selected using purposive sampling method. The statistics used to analyze data were frequency, percentage, mean, standard deviation, and multiple regression analysis. The result indicates a mediating relationship among the dimensions of brand equity and brand loyalty. The result from multiple regressions showed significant level 0.000 for brand equity that affects brand loyalty of the bottled mineral drinking water. When broken into details, brand association and brand perceived quality significantly affect brand loyalty. As well as the combined effect of the model indicated that 52.6 percent of the total variance in brand equity affects brand loyalty of the bottled mineral drinking water.