Industrial / B2B market segment is an organizational buying involving different stakeholder and processes. In reaching the end customers, principal are using channel or distributor to reach their business objectives and fits the nature of the business. Marketing investment, and activity not alwaysfollowed by expected business performance on B2B market segment. Brand equity for B2B market segment is something debated, in regards it effect to distributor loyalty. In order to drive growth, marketing activities quite common for consumer market, but there are still debates on the marketing activities for industrial market segment, both on the activity mix and how to allocate the marketing budget. Commonly, marketing activities, and objectives on brand equity are addressed towards customer loyalty, while when channel or distributors are utilized in the business supply chain, customer shared loyalty to both brand and the distributor serving the customer. Therefore, maintaining distributor loyalty has similar importance to customer loyalty. Relationship between the marketing activity, marketing budgeting, and brand equity shall be measured to distributor loyalty as well. Research strategy was survey, conducted with quantitative method, with 3M Indonesia distributor as respondents. Hypothesis analyzed with descriptive statistic, and SEM PLS. Research result found that there was effect of marketing activity, and brand equity to distributor loyalty, and positive effect of marketing activity on brand equity, while there was no impact of marketing budgeting to brand equity.

Keywords: marketing activity, marketing budgeting, brand equity, distributor loyalty, industrial market segment, B2B