<![CDATA[The free-to-play game industry is growing rapidly in Indonesia, characterized by the high number of active players and the use of social media as the main source of gaming information. In this context, player loyalty is key to long-term success for game developers. Genshin Impact as one of the popular games in Indonesia uses social media marketing to build relationships with players while creating a strong brand experience. This study aims to analyze the influence of social media marketing and brand experience on brand loyalty, with brand equity as a mediating variable. This study uses a quantitative approach with the paradigm of pospositivism and descriptive design. Data collection was carried out through an online survey of 414 respondents of active Genshin Impact players who followed the game's official social media accounts. Data analysis was conducted using Structural Equation Modeling (SEM) techniques with WarpPLS 8.0. The results of the study show that social media marketing and brand experience have a significant positive effect on brand equity and brand loyalty. In addition, brand equity strengthens the relationship between independent variables and brand loyalty. These findings underscore the importance of social media-based marketing strategies and positive brand experiences in increasing players' long-term attachment to games.]]>
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