This paper presents a systematic literature review on brand equity in Indonesia's budget hotel sector from a customer perspective. The study highlights the significant growth of the budget hotel segment in Indonesia, outpacing higher-tier hotels with a projected CAGR of 8.5% between 2021 and 2025. Brand equity plays a crucial role in both hospitality and e-commerce industries, with dimensions such as brand loyalty, awareness/association, and perceived quality influencing customer perceptions and behaviors. The review identifies a research gap in budget hotel brand equity studies in Indonesia, as most existing research focuses on 4 or 5-star hotels. It highlights the significance of customer-based brand equity (CBBE) models as well as the expanding role that social media and digital platforms play in influencing consumer opinions of brands. The paper outlines theoretical contributions, including expanding the understanding of brand equity in budget hotels and emerging markets, and practical implications for hotel managers and marketers. Future research directions are proposed, such as investigating unique brand equity dimensions for budget hotels, exploring the impact of social media on brand equity, and examining post-pandemic changes in brand perceptions. The study's limitations are also mentioned mostly its limited focus and reliance on English-language publications. This review provides valuable insights for researchers, hotel managers, and policymakers in understanding and leveraging brand equity in Indonesia's growing budget hotel sector.