<![CDATA[This study aims to examine and analyze the influence of brand awareness, brand association, and perceived quality on the brand equity of Sariayu Martha Tilaar with a case study in this research, namely students of IAIN Kudus class of 2019. This type of research is field research which uses a quantitative approach with analytical methods multiple linear regression. The samples in this study were 326 respondents with a sampling approach using purposive sampling. The technique used to carry out the analysis is using validity test, reliability test, classical assumption test, multiple linear analysis, hypothesis testing consisting of partial t test, simultaneous f test, and test of the coefficient of determination with the help of the SPSS 20 software program. The results of this study show that there is a positive and significant influence between brand awareness on brand equity with a total value of t count greater than t table (2,613 > 1,967), meaning that with brand awareness in the minds of consumers, brand equity can further increase. Brand association has a positive and significant effect on brand equity with a calculated t value greater than t table (5,556 > 1,967), meaning that with a strong brand association on a brand, it will be able to create and increase brand equity. positive and significant to brand equity with a calculated t value greater than t table (8,017 > 1,967), meaning that the existence of good perceived quality of a brand can also increase brand equity.Keywords: Brand Equity, Brand Awareness, Brand Association, Perceived Quality]]>
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