<![CDATA[Developments in Muslim women’s fashion and social media are driving changes in consumer behavior, particularly in the selection of hijab products. Digital marketing strategies play a crucial role in shaping consumers’ perceptions, trust, and purchase intentions toward local Muslim women’s fashion brands. This study aims to examine the influence of social media marketing activities and brand equity on purchase intention, with brand trust as a mediating variable, among consumers of Lozy Hijab’s Muslim women’s hijab products. This study employs a quantitative approach using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method. Data were analyzed from 140 respondents who are consumers of Lozy Hijab. The results indicate that Social Media Marketing Activities have a positive and significant effect on Brand Trust. This suggests that marketing activities conducted via social media can help increase Brand Trust in the brand. Brand Equity was also found to have a positive and significant effect on Brand Trust. Furthermore, Social Media Marketing Activities and Brand Equity have a positive and significant effect on Purchase Intention. Brand Trust also has a positive and significant effect on Purchase Intention. Brand Trust also has a positive and significant effect on Purchase Intention. In addition to its direct effect, Brand Trust has been shown to mediate the effects of Social Media Marketing Activities and Brand Equity on Purchase Intention. Therefore, Lozy Hijab needs to maintain its Social Media Marketing Activities, strengthen its Brand Equity, and uphold Brand Trust in order to drive an increase in Purchase Intention.]]>
