This study aims to identify and explain how the influence of Integrated Marketing Communications consists of Advertising, Sales Promotion, Personal Selling, Public Relations, Direct Marketing, Interactive Marketing, and Corporate Design together and partially on Brand Equity. The type of this research is explanatory research and using questionnaires as research instruments that distributed to 100 respondents who are customers and stay at the Hotel Pelangi Malang. The results showed that variables of Integrated Marketing Communications like Advertising, Sales Promotion, Personal Selling, Public Relations, Direct Marketing, Interactive Marketing, and Corporate Design is together influence on brand equity. While partially, only variable Sales Promotion, Personal Selling, Interactive Marketing, and Corporate Design had a significant effect on Brand Equity
