Attribution-ShareAlike 4.0 International (CC BY-SA 4.0) Vol. 03, No. 02, February 2023 e-ISSN: 2807-8691 | p-ISSN: 2807-839X IJSSR Page 297 https://doi.org/10.46799/ijssr.v3i2.252 This work is licensed under a Attribution-ShareAlike 4.0 International (CC BY-SA 4.0) BRAND EQUITY, OFFERING EQUITY, AND RELATIONSHIP EQUITY (BOR) INFLUENCE TOWARD CUSTOMER LOYALTY OF LOMBOK PARADISE PEARL PRODUCT Dini Trijayati*, Jerry Heikal Management Master Study Program, Universitas Bakrie, Indonesia Email: dinitrijayati4695@gmail.com* Article Information ABSTRACT Received: January 12, 2023 Revised: January 28, 2023 Approved: February 6, 2023 Online: February 9, 2023 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 simple 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. Keywords brand equity; offering equity; relationship equity; customer loyalty INTRODUCTION Internet usage activities that are currently occurring frequently are online transaction activities as stated by the Indonesian Internet Service Association that as many as 79% of 7,568 respondents access the internet for online transactions. The activity of using the internet has also caused digital-based trading businesses to become one of the favorites for business people as evidenced by Kominfo data. Kominfo (2021) states that this digital-based trading business is even projected to grow 33.2% from 2020 which reached IDR 253 trillion to IDR 337 trillion in 2021. This modern lifestyle trend that relies on the internet makes it very easy for individuals to obtain information, especially regarding product attributes, prices, etc., so that competition in the business world experiences intense competition. This causes business people who sell various kinds of commodity products to compete to do something so that customers are interested in the products being sold, are loyal, and don't go to other brands. One of the commodity products that is currently being developed and traded is the product of pearl cultivation. According to the Ministry of Maritime Affairs and Fisheries (2021), apart from having high economic value, pearl farming has a cultivation concept that is more pro-environmental compared to other marine aquaculture, so it is compatible with the aquaculture program with a blue economy approach that is being carried out by the Ministry of Maritime Affairs and Fisheries. In addition, KKP (2021) also noted that Indonesian pearls recorded a value of US$ 40,325,000 or an average increase of 7.47% since 2015, with total exports in