• 1 Universiti Malaysia Sarawak


In the age of modern competitive market force, where traditional marketing system is not enough to capture the loyalty from customers, and the increasing consciousness toward the brand making the marketer more concern to survive and the competition are becoming more difficult. So, customers are more conscious about their choice and giving more priority on the right product with right features, conditions, images and quality at the right price. The aim of this study is to explore customer consciousness toward brand loyalty between Malaysian and International Students. Quantitative research method is being used to evaluate the outcome of the research where total survey respondents were 197 (140 Malaysian and 57 International students) and the scope of the research is limited to the respondent of University Malaysia Sarawak, Kota Samarahan. The result of regression linear and Pearson Correlation showed that except price-consciousness, brand-consciousness, quality-consciousness and social-consciousness have positive significant relationship toward brand loyalty.