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This study aims to examine and analyze the influence of social media communications created by companies (Firm-created Communication – FCC) and users (User-generated Communication – UGC) on the user's perspective on brand equity and brand attitudes that have an impact on the purchase intention of Samsung products. The population of this study is users who do not use Samsung products to describe their interest in buying Samsung products. The object of this research is social media communications made by companies and users about Samsung products. The research sample consisted of 218 respondents who were not Samsung users and who at the time of the study were domiciled in Java or outside Java. The research data were then analyzed using the Structural Equation Model (AMOS v 23). Based on the research results, it is known that social media communications made by companies positively influence brand attitudes. User-generated social media communications positively influence brand equity and brand attitudes. Brand attitude positively affects brand equity. Brand equity and brand attitude positively influence purchase intention. However, social media communications made by the company have no effect on brand equity. This study reveals that communication made by users has more influence on purchase intention through brand equity and attitudes. Where equity and brand attitude are important in buying interest in a product.

This study aims to examine the influence of social media marketing activities, brand equity, and E-WOM on purchase intentions for MS Glow skin care products. The population is citizens of Indonesia who have social media accounts and are 18–35 years old.. The number of samples is 250 respondents with criteria aged 18-35 years who have social media accounts. Research data were collected through questionnaires through an online survey conducted using Google Forms. Data analysis techniques used the structural equation model (SEM) of the AMOS 26 program, whose results showed that social media marketing activity had a significant effect on brand equity and purchase intention, brand purchase had a significant effect on E-WoM, and E-WOM had a significant effect on purchase intention. MS Glow skin care products.

 This study aims to analyze the influence of elements of social media marketing activity on consumer engagement and brand knowledge including brand awareness and image. This study used a quantitative method and purposive sampling technique on 250 respondents. The research was conducted on all Indonesian citizens who use social media WhatsApp, Facebook, Instagram, youtube, and TikTok regarding the culinary business of celebrities and YouTubers in Indonesia. The method used is the Structural Equation Model with AMOS 24.0 Software. The results of this study indicate that the interaction variables, trends, and EWOM have a positive and significant effect on consumer engagement, and consumer engagement has a positive and significant effect on brand awareness and brand image. While the entertainment and customization variables have no significant effect on consumer engagement.