Social media connects its users to be able to share in any type of media, can easily share or receive information, such as Instagram which is one of the highest ranked social media. Marketing through social media has a very important role for business people. The object of this research is Morgy coffee shop in Bandung. This study aims to determine whether the Social Media Marketing Activity (SMMA) conducted by Morgy Coffee has a positive impact on brand equity, distribution of e-WOM on social media, and customer purchase intention. Data was collected through an online questionnaire survey of 200 Morgy Coffee visitor participants and following Morgy Coffee's Instagram social media. This study uses a quantitative method and a measurement model using SEM-PLS. The results of the structural equation modeling support the validity of the current model and show the positive influence of SMMA on brand equity. In addition, brand equity has a positive impact on e -WOM; and e-WOM maintains a positive influence on customer purchase intentions. The final results show that SMMA has also shown a direct impac t on customer purchase intentions.
Keywords: Social Media Marketing Activity, Brand equity, e-WOM, Purchase Intention