Pengaruh Ekuitas Merek Dan Bauran Promosi Terhadap Loyalitas Pengguna Kartu Telkomsel Di Surakarta

This study aims to analyze the effect of brand equity and promotion mix on Telkomsel customer loyalty in Surakarta. This type of research is quantitative research, with a population of all Telkomsel users in Surabaya, amounting to 100 people. The sam-pling technique used was quota sampling technique. The technique of collecting data through distributing questionnaires conducted online. Based on the results of data processing with the help of the SPSS version 15 application, it is found that the brand equity variable has a significant positive effect on Telkomsel customer loyalty. The promotion mix variable has a significant effect on Telkomsel customer loyalty. Simul-taneously the two independent variables affect the dependent variable