AbstrakPenelitian ini bertujuan tentang pengaruh ekuitas merek dan promosi penjualan terhadap loyalitas pelanggan di mediasi keputusan pembelian pada pengguna operator seluler Telkomsel di kalangan mahasiswa UTA'45 Jakarta. Metode pengambilan sampel dengan teknik non-probability sampling sebanyak 220 orang. Metode analisis data menggunakan Structural Equation Modeling-Partial Least Square (SEM-PLS) dengan menggunakan software Smart PLS versi 3. Tahapan perhitungan PLS menggunakan 2 model yaitu Pengukuran Model (Outer Model) dan Pengujian Model Struktural (Inner Model). Hasil penelitian ini yakni ekuitas merek mempunyai pengaruh positif dan signifikan terhadap loyalitas pelanggan, promosi penjualan tidak mempunyai pengaruh terhadap loyalitas pelanggan, keputusan pembelian mempunyai pengaruh terhadap loyalitas pelanggan secara positif dan signifikan, ekuitas merek tidak mempunyai pengaruh terhadap keputusan pembelian, promosi penjualan mempunyai pengaruh terhadap keputusan pembelian secara positif dan signifikan, ekuitas merek tidak mempunyai pengaruh terhadap loyalitas pelanggan melalui keputusan pembelian, promosi penjualan mempunyai pengaruh positif dan signifikan terhadap loyalitas pelanggan melalui keputusan pembelian.Kata Kunci: Ekuitas Merek, Promosi Penjualan, Loyalitas Pelanggan, Keputusan Pembelian Structural Model (Inner Model). The results of this study the brand equity have an influence positively and significantly related to customer loyalty, sales promotion does not have any impact on customer loyalty, purchase decision have an influence on customer loyalty in a positive and significant, brand equity has no effect on customer purchase decision, sales promotion has the effect to purchase decision positively and significantly, brand equity has no effect on customer loyalty through purchase decision, sales promotion has a positive and significant impact on customer loyalty through purchase decision Abstract The aim of this study on the Influence of brand equity and sales promotion on customer loyalty in the mediation purchase decision in the user cellular operator Telkomsel in among university students 17 August 1945 Jakarta. The sampling method by using nonprobability sampling of 220 people. Methods of data analysis using Structural Equation Modeling-Partial Least Square (PLS-SEM) with software version 3. Stages Smart PLS calculation using the two models namely Measurement Model (Outer Model) and Testing