[ABSTRAK
Customer Equity (Ekuitas Pelanggan) merupakan suatu framework yang dapatdigunakan untuk menentukan aspek apa yang paling signifikan bagi customer darisuatu perusahaan serta juga untuk mengidentifikasi kekuatan/kelemahan yangdimiliki oleh suatu perusahaan. Lemon et al. (2001) menjabarkan 3 (tiga) penggerakutama dari Customer Equity yaitu brand equity, value equity, dan relationshipequity. Penelitian ini bertujuan menganalisa pengaruh dari ketiga penggerak utamaini terhadap loyalitas pelanggan, dengan ditambahkan variabel Trust sebagaimediator, di dalam konteks sektor Business-to-Business (B2B) dari jasa layananI.T. di Indonesia. Hasilnya menunjukkan bahwa hanya Value Equity danRelationship Equity yang terbukti berpengaruh positif terhadap loyalitas pelangganakan tetapi seluruh ketiga penggerak tersebut terbukti mempengaruhi Trust secarasignifikan.

---

ABSTRACT
Customer Equity is a framework that can be used to analyze and determine whichaspect is most significantly influencing customers and also to identify company?sstregths/weaknesses. Lemon et al. (2001) described 3 (three) key drivers ofCustomer Equity, which are: Brand Equity, Value Equity, and Relationship Equity.This research intends to analyze the effects of the 3 (three) drivers on customers?loyalty, by adding trust as a mediating variable, in Business-to-Business (B2B) I.T.Services context. The result shows that only Value Equity and Relationship Equitythat are statistically proven to be positively related with Customer Loyalty, but onthe other hand, the whole drivers are proven to be positively related with Trust, Customer Equity is a framework that can be used to analyze and determine whichaspect is most significantly influencing customers and also to identify company’sstregths/weaknesses. Lemon et al. (2001) described 3 (three) key drivers ofCustomer Equity, which are: Brand Equity, Value Equity, and Relationship Equity.This research intends to analyze the effects of the 3 (three) drivers on customers’loyalty, by adding trust as a mediating variable, in Business-to-Business (B2B) I.T.Services context. The result shows that only Value Equity and Relationship Equitythat are statistically proven to be positively related with Customer Loyalty, but onthe other hand, the whole drivers are proven to be positively related with Trust]