A.Rangga, Master Of Management Program at Lambung Mangkurat University, Banjarmasin, The Influence Of Service Marketing Mix And Competitiveness on Customer loyalty Through Brand Equity Service of Loading and Unlocking of Non-Container Goods (Study at PT Pelindo (Persero) Banjarmasin). Advisor; Nuril Huda. Keywords: Service Marketing Mix, Competitiveness, Customer loyalty and Brand Equity. Customer loyalty is believed to be determined by Service Marketing Mix and Competitiveness. Service Marketing Mix has some variables such as Product, Price, Place, Promotion, People, Process, Physical Evidence, and Competitiveness Variables. The objectives of this study are (1) to analyze the effect of Service Marketing Mix and competitiveness on Brand Equity of non-container loading and unloading services at PT Pelindo (Persero) Banjarmasin, (2) to analyze the effect of Brand Equity on Customer loyalty of non-container loading and unloading services at PT Pelindo (Persero) Banjarmasin, (3) to analyze the effect of Service Marketing Mix and competitiveness on Customer loyalty through Brand Equity of non-container loading and unloading services at PT Pelindo (Persero) Banjarmasin. This research uses quantitative methods. The population in this study is all customers/users of non-package loading and unloading services of PT Pelindo (Persero) Banjarmasin. Determination of sampling in this study uses purposive sampling with the Quota Sampling method, so that the sample in this study amounted to 135 companies. Data are collected through questionnaires and analyzed using the SEM-PLS (Structural Equation Modeling-Partial Least Square) analysis technique. The results of this study indicate the following: Service Marketing Mix and competitiveness are predicted to have a positive effect on Brand Equity of non-container loading and unloading services at PT Pelindo (Persero) Banjarmasin, (2) Brand Equity is predicted to have a positive effect on Customer loyalty of non-container loading and unloading services at PT Pelindo (Persero) Banjarmasin, (3) Service Marketing Mix and competitiveness are predicted to have a positive effect on Customer loyalty through Brand Equity of non-container loading and unloading services at PT Pelindo (Persero) Banjarmasin.