Erlangga is a leading book publishing company in Indonesia, especially in Samarinda. The study aims to relationship: (1) Customer Experience and Brand Awareness directly on Brand Equity; (2) Customer Experience, Brand Awareness, and Brand Equity directly to increase Brand Loyalty; and (3) Customer Experience and Brand Awareness indirectly on Brand Loyalty through Brand Equity. The types of research are descriptive and verification based on explanatory surveys for 4 months (June to September 2019). The sample size is 150 permanent consumers of Erlangga Publishers who use published books from various levels of education in Samarinda City. The research model was designed using Path Analysis with the SPSS 24 software. The results of statistical calculations state that: (1) Customer Experience and Brand Awareness directly have a positive and significant effect on Brand Equity; (2) Customer Experience, Brand Awareness, and Brand Equity directly have a positive and significant effect to improve Brand Loyalty; and (3) Customer Experience and Brand Awareness indirectly have a positive and significant effect to improve Brand Loyalty through Brand Equity.

Keywords : Customer Experience; Brand Awareness; Brand Equity; Brand Loyalty.