Abstract
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.
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