<p><strong><em>Abstract</em></strong><strong><em></em></strong></p><p><strong><em> </em></strong></p><p><em>The aim of this research is to know the respond on the Brand Equity, Price Fairness and Brand Switching Behavior of Pertamax users. This study was also conducted to acknowledge the influence of Brand Equity and Price Fairness on Brand Switching Behavior. Primary data is obtained by distributing questionnaires to 130 respondents as </em><em>Pertamax user</em><em> in Jakarta gas stations. The methodology is descriptive and verificative. </em><em>Descriptive analysis is utilised in finding out the consumer’s opinion to determine the level of brand equity and price</em><em> fainess of Pertamax</em><em>.</em><em> While Path Analysis is used to analyze the influence of Brand Equity and Price Fairness to Brand Switching Behavior. The results of this study show that Brand Equity of Pertamax </em><em>is</em><em> high </em><em>while</em><em> </em><em>Price</em><em> Fairnes is in medium category.  The relation between Brand Equity and Fairness Price either partially or simultaneously shows that both of those factors have influence on Brand Switching Behavior.</em></p><p><em>Keywords: </em><em>Brand Equity, Price Fairness</em><em>,</em><em> Brand Swicthing</em></p>