This study aims to find out on how the brand equity "Pathok" in Yogyakarta and the influence of "Pathok" brand equity on bakpia consumer loyalty in Yogyakarta. This study used primary and secondary data. Primary data are obtained by using 281 respondents using nonprobability sampling techniques with an incidental sampling approach. The data analysis technique in this study used descriptive analysis and multiple linear regression analysis. The level of brand equity "pathok" according to the research is at a high level with an average index of 216.6. The level of loyalty of bakpia consumers is in the moderate category with an average index of 166.7. Consumers loyalty of bakpia "pathok" in Yogyakarta are influenced by the independent variable of brand awareness, perceived quality, brand association and brand loyalty at the level of 74.2%. Simultaneously, independent variable of brand awareness, perceived quality, brand association and brand loyalty have a significant effect on consumer loyalty of bakpia pathok. Hence, the factors that significantly influence consumers' loyalty of bakpia pathok include perceived quality and brand loyalty.