This research examines how promotional activities act as a moderator between brand equity and intensity of distribution channel. In this research, sales promotion is the monetary promotion. By using a good sales promotion, the company will know the customer perception of the brand. Previous studies have stated that monetary promotion is a key element in a successful marketing strategy. The management of hypermarkets needs to understand the dynamic of monetary promotion and conceive new ways of organising and executing hypermarket activities that add values to customers. A total of 100 shoppers at a selected hypermarket was used as samples. This study adopted a customer-based approach to address consumer aspects affecting brand awareness, perceived quality, brand association, and brand loyalty. The unit of analysis were Indonesian consumers who are familiar with Antis brand and actively shop at Carrefour's Puri Hypermarket Jakarta, Indonesia. Data was analysed using Structural Equation Modelling-Partial Least Square (PLS-SEM) method. The results showed intensity of distribution channels had a positive significant influence on perceived quality, brand awareness, brand association, and brand loyalty. Monetary promotion did not have any association between intensity of distribution channel and perceived quality, brand awareness, and brand association.