The Effect of Social Media Marketing Activity, Relationship Equity, and Customer Loyalty: Studies on Consumers Using Indonesian Beauty Products, Somethinc

Aims: The purpose of this study was to analyze the factors that influence SMMA such as Entertainment, Interactivity, Trendy, Customization, and E-WoM on Relationship Equity Customer Loyalty @somethincofficial Instagram account.
 Study Design: This employs a quantitative approach.
 Place Duration Study: conducted in Indonesia between January February 2023.
 Methodology: methodology used uses approach with purposive sampling technique. criteria for respondents were active users social media aged 21 years over who had previously purchased Somethinc products. number taken 262 respondents. Data processing PLS-SEM method. variables research are E-WoM, Equity, Loyalty.
 Results: results indicate entertainment has no positive effect relationship equity. Interactivity Equity. Trendy Customization While Loyalty. expected help related companies developing strong relationships customers based brand's activity.