The Effect of Social Media Marketing on Brand Equity with Brand Experience as Mediation: Study on Uniqlo Product Users

This article aims to determine the effect on relationship between social media marketing and brand equity moderated by experience with aim of studying Uniqlo luxury users. A review search literature was carried out in an effort identify variables used construct conceptual model. The expected findings are whether there is same as previous research if it Indonesia where has a positive impact users USA. study also explains several dimensions variables, namely entertainment, interaction, trendiness, customization, WOM (Social Media Marketing), sensory, affective, behavioral, intellectual (Brand Experience), which will form that be embedded minds customers or product Uniqlo. provides model provide understanding alternative field science. Furthermore, this help management, especially Indonesia, have strategy stronger Brand Equity. paper contribute theoretically, practically, can for future studies.