Versi online: https://journal.ubm.ac.id/index.php/business-management/index DOI 10.30813/bmj.v19i1.4228 Hasil Penelitian Business Management Journal Vol.19 (No. 1): 105 - 114. Th. 2023 P-ISSN: 1907-0896 e-ISSN: 2598-6775 105 THE INFLUENCE OF BRAND LOYALTY, BRAND AWARENESS, BRAND IMAGE, AND PERCEIVED QUALITY ON BRAND EQUITY IN MS GLOW [Pengaruh Loyalitas Merek, Kesadaran Merek, Citra Merek, Dan Kualitas yang Dirasa Terhadap Ekuitas Merek Di Ms Glow] Unik Dwi Lestari 1) , Lusi Yanah 2)* 1, 2) Economics and Business Faculty, University Esa Unggul Diterima 14-08-2022 / Disetujui 14-10-2022 ABSTRACT The purpose of this research is to examine the way in which MS Glow is affected by factors including brand loyalty, brand awareness, brand image, and perceived quality. Online Google Forms were used to disperse Likert-scale surveys in order to gather data. Purposive sampling is used for the data collection. The sample size was 202, and statistical software packages SPSS 26 and SEM Lisrel 8.8 were used to evaluate the data. Participants were drawn from among Tangerang Regency residents who also used MS Glow. The findings of the tests indicated that brand equity was positively affected by the variables of brand loyalty, brand awareness, and perceived quality, but was unsupported by the variable of brand image. Keywords: Brand Loyalty, Brand Awareness, Brand Image, Perceived Quality, and Brand Equity ABSTRAK Tujuan dari penelitian ini adalah untuk menguji bagaimana MS Glow dipengaruhi oleh faktor-faktor termasuk loyalitas merek, kesadaran merek, citra merek, dan persepsi kualitas. Formulir Google Online digunakan untuk membubarkan survei skala Likert untuk mengumpulkan data. Purposive sampling digunakan untuk pengumpulan data. Ukuran sampel adalah 202, dan paket perangkat lunak statistik SPSS 26 dan SEM Lisrel 8.8 digunakan untuk mengevaluasi data. Peserta diambil dari kalangan warga Kabupaten Tangerang yang juga menggunakan MS Glow. Temuan pengujian menunjukkan bahwa ekuitas merek dipengaruhi secara positif oleh variabel loyalitas merek, kesadaran merek, dan persepsi kualitas, tetapi tidak didukung oleh variabel citra merek. Kata Kunci: Brand Loyalty, Brand Awareness, Brand Image, Perceived Quality, dan Brand Equity INTRODUCTION According to Amilia (2017), brand image is the overall perception and belief of consumers about a brand that is formed through information received and user experience of the brand. This user experience will create an image and a good brand image will foster trust in the brand. A strong brand image offers many advantages for companies. Brand loyalty is the consistency of consumers who buy the same brand products repeatedly due to brand trust (Utami et al., 2020). Brand loyalty due to repeated purchases will extend the life of the brand. Increasingly fierce competition forces entrepreneurs to find ways to maintain a foothold in the market. Entrepreneurs understand that consumers must be aware of the existence of their brand in order to always have a foothold in the market. The more consumers know and remember a brand the stronger the brand awareness the higher the brand equity and the stronger the brand is in the market (Keller, 2014). A strong brand image is related to consumer beliefs about the brand and attitudes towards the preferred format which increases the companys brand equity (Setiadi, 2005). Previous studies of brands have been undertaken mostly outside of Asia, with mixed findings for Asian nations like FR-UBM-9.1.1.9/V0.R4 *Korespondensi Penulis: E-mail: lusiyanahlusi@gmail.com