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This research is to analysis influence of value, trust, brand equity and brand image to attitudinal loyalty and behavioral loyalty of consumer Honda motorcycle in Banjarmasin. The method of this research is survey method by giving questioners to respondents and analyzed the data with Structural Equation Modeling (SEM) with AMOS 16.0. The amount of respondent is 130 respondents. The result of this research are value, brand equity, and brand image have significant influence attitudinal loyalty but trust has no significant influence to attitudinal loyalty. While there are’t influence behavioral loyalty significantly. The attitudinal loyalty has significant influence to behavioral loyalty. From the all of variable, Brand equity has most influence to attitudinal Loyalty.
Kata kunci: value, trust, brand equity, brand image, attitudinal loyalty, behavioral loyalty
