The objective of recent study is to determine and analyze the influence of trust, value, and brand equity toward attitude loyalty and behavior loyalty of user and owner of Honda motorcycle in Yogyakarta, Customer loyalty which is part of the objective of market in recent study in so far will be divided into two parts, attitude loyalty and behavior loyalty. Through analyzing attitude loyalty and behavior loyalty simoultaneously, we may determine the marketing factor (trsut, value, and brand equity) as having influence toward user and owner of Honda motorcycle, particularly in Daerah Istimewa Yogyakarta. The researcher examined the influences factors important to the marketing (trust, value and brand equity) toward attitude loyalty and behavior loyalty of user and owner of Honda motorcycle.

The method of recent research is a survey conducted by giving questionary to the respondents and analyzed with structural Equation Modelling (AMOS) after the validity and realibility are tested previously by SPSS program. The model of recent research refers to the model which is asserted by many previous researches.