IOSR Journal of Business and Management (IOSR-JBM) e-ISSN: 2278-487X, p-ISSN: 2319-7668. Volume 22, Issue 7. Ser. V (July 2020), PP 24-37 www.iosrjournals.org DOI: 10.9790/487X-2207052437 www.iosrjournals.org 24 | Page Brand Equity Influence, Quality of Service towards Student Loyalty through the Satisfaction of Students in Private Universities Lldikti Region Ix in Makassar City Haeruddin 1 , BasriModding 2 , Mursalim 3 , Lukman Chalid 4 , AckhriaShah Achmad Gani 4 1.2, 3, 4 Universitas Muslim Indonesia Abstract: This Research aims to: (1) test and analyze the influence of brand equity on student satisfaction, (2) test and analyse the influence of quality of service on student satisfaction, (3) test and analyse the influence of student satisfaction on student loyalty, (4) test and analyse the influence of brand equity towards student loyalty, (5) test and analyse quality of service towards student loyalty, (6) test and analyze the direct and indirect influence of brand equity towards student loyalty through student satisfaction, (7) test and analyze the direct and indirect influence of service quality towards student loyalty through student satisfaction. The study used primary data through a survey of 384 as a sample, survey. The Data is analyzed by using Path analysis with AMOS SPSS 24 tool. The results of this research show that:(1) brand equity has a direct effect positive and significant to the satisfaction of students, (2) quality of services directly influence positive and significant to the satisfaction of students, (3) positive and significant direct student satisfaction towards student loyalty, (4) brand equity directly influence positive and significant towards student loyalty, (5) Quality of service does not directly affect the (negative) and is not significant to the loyalty of students, (6) Brand equity has a direct effect positive and significant towards the loyalty of the students and does not affect indirectly through student satisfaction, (7) Qualityof service does not directly affectthe loyalty of students Keywords: Brand equilty, quality service, Kepuasan studentsatisfaction, Loyalitas student Loyalty --------------------------------------------------------------------------------------------------------------------------------------- Date of Submission: 02-07-2020 Date of Acceptance: 18-07-2020 -------------------------------------------------------------------------------------------------------------------------------------- I. Introduction Customer loyalty plays an important role in business organizations or businesses that are done. Customer loyalty involves the attitude of attitudes and compenen consumer behaviour. Kompenen customer attitude is an idea such as intention return to buy additional products or services from the same company, then recommend the company to others, Domontarn commitment to the company by showing resistance if there is a desire to switch to other competitors and to pay at the premium price. On the other hand, the aspect of consumer loyalty behaviour is the actual recurring purchase of a product or service, which includes more purchases of the same product or service or alternative products from the same company, recommending the company to others and the possibility of long-term product for the brand is still awake (Saravanakumar,2014). Customer loyalty expresses the behavior intended to relate to a product or service for the company. Customer loyalty as a customer mindset holds a profitable attitude towards the company, committed to re- purchasing the company's products or services as well as recommending products or services to others. Customer loyalty can be created when the product matches what the customer expects .Customer loyalty with the current different situation, where marketing is no longer be recorded offline but already online. The existence of similar products and services are already performing online and realtime using a Vitur-Vitur digitisation which then if the business entity does not follow the current conditions of this marketing, then the consumer will gradually turn towards a rival company that is an intense kind of imaging and marketing revolution. Customer loyalty is considered very important to be maintained, this is if the company continues to exist and maintain the existing customers then the company must follow the current condition of globalization that gives effect on the change of a major evolution of the revolution that has been done by humans. Along with the development of information and communication that menggobal, the role of human Resources (SDM) in the activities of producing products and services has been replaced by artificial technology with the mission to realize the optimization (resulting in a minimum cost benefit). Globalization is the acceleration of change when each nation in the world and its economic powers will integrate with each other as a function of increasing "cross border economic activity". Loyalty is a manefestation of human fundamental needs to possess, support, gain a sense of security,