This study aims to examine the effect of brand awareness, brand association, and perceived quality on consumer loyalty by using satisfaction as a connecting factor. The sample used is 256 users of the e-learning platform with various demographic backgrounds. The results of the study show that there is a positive and significant influence between brand awareness on consumer satisfaction, perceived quality on consumer satisfaction, brand awareness on consumer loyalty, brand association on consumer loyalty, and consumer satisfaction on consumer loyalty. This study also shows that brand association has a negative effect on consumer satisfaction. While perceived quality shows that there is no positive and significant effect between Perceived Quality and consumer loyalty statistically.

Keywords : Brand Awareness, Brand Association, Perceived Quality, Consumer Satisfaction, Consumer Loyalty.