With a high market demand on motorcycle nowadays, producers are required to compete to meet consumer's expectations. This research was conducted to identify the effect of brand equity and consumer satisfaction towards brand loyalty from the consumer who use 250 cc Kawasaki ninja motorcycle. This research was a quantitative descriptive research. There were 152 respondents which were gathered by convenience sampling. The results showed that physical quality, staff behaviour, ideal self congruence and brand identification had a positive and significant affect toward consumer satisfaction. Furthermore, this research also showed that consumer satisfaction had a positive and significant effect on brand loyalty.
Keywords: Brand Equity, Consumer Satisfaction, Brand Loyalty