Abstrak Mengukur ekuitas merek menjadi bagian penting di dalam organisasi, khususnya perguruan tinggi. Dengan mengukur ekuitas merek, perguruan tinggi akan lebih memahami tentang kesadaran merek, asosiasi merek, persepsi kualitas, dan loyalitas merek suatu perguruan tinggi. Rumusan masalah penelitian adalah (1) bagaimana persepsi mahasiswa tentang kesadaran merek STIE Surakarta?; (2) bagaimana pengaruh asosiasi merek dan persepsi kualitas pada loyalitas merek. Penelitian ini dilakukan pada

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... iswa STIE Surakarta. Sampel penelitian ini adalah 120 mahasiswa STIE Surakarta. Analisis menggunakan analisis deskriptif dan Structural Equation Modeling (SEM). Hasil penelitian ini menunjukkan bahwa (1) merek STIE Surakarta menempati posisi ke-3 di benak konsumen; (2) asosiasi merek memiliki pengaruh positif tetapi tidak signifikan pada loyalitas merek dan persepsi kualitas memiliki pengaruh positif dan signifikan pada loyalitas merek. Kata kunci: Ekuitas merek, kesadaran merek, asosiasi merek, persepsi kualitas, loyalitas merek Abstract Measuring brand equity becomes an important part in the organization, especially college. By measuring the brand equity, the college would be more understanding about its brand awareness, brand association, perceived quality, and brand loyalty. The Research problems were: (1) How were the students' perception about STIE Surakarta brand awareness?(2) How were the effects of brand association and perceived quality on brand loyalty. The samples of this research were 120 students of STIE Surakarta. The analysis used description and Structural Equation Modeling (SEM). The results showed that (1) the brand of STIE Surakarta occupied 3rd position in the minds of consumers; (2) Brand association had positive but insignificant effect on loyalty and perceived quality had positive and significant effect on brand loyalty.