The Influence of Social Media Marketing Activities on Consumer Purchase Intention: Implementation in Hijab Product Purchases

The increasingly competitive Indonesian modest fashion industry, particularly on Instagram, requires effective Social Media Marketing Activities (SMMA) to generate long-term brand value. This study examines the effects of SMMA on Brand Awareness, Brand Experience, Brand Equity, and Purchase Intention among Instagram hijab users. A quantitative approach was employed using purposive sampling involving 230 Instagram users who had viewed or interacted with hijab brands. Data were analyzed using Structural Equation Modeling based on Partial Least Squares (PLS-SEM) with SmartPLS 4.0. The findings show that SMMA has a positive and significant effect on Brand Awareness and Brand Experience. Both Brand Awareness and Brand Experience positively influence Brand Equity, which demonstrates the strongest effect on Purchase Intention. Theoretically, this study contributes to the understanding of how brand equity supports purchase intention. Managerially, the findings suggest that hijab brands should prioritize strategies that strengthen customer brand experiences and build long-term brand equity, rather than focusing solely on increasing content visibility.