This study is a research that aims to analyze the perception of brand equity elements and their relationship with customer loyalty of Eiger products to students of Economics Education FKIP Untan. The method used in this study is a qualitative research approach, namely research procedures that utilize descriptive data in the form of written or spoken words from observable people and actors. The form of research used is a case study. The object of this research is the economic education student of FKIP Untan who has previously filled out a google form to complete pre-research data and is looking for Eiger users with the criteria of having at least 2 Eiger products. The number of students who became informants in this study were 11 people. The results obtained are all elements of brand equity have positive perceptions of users, in this case students of Economics Education FKIP Untan.
