<![CDATA[This study aims to examine the influence of social media activities, consisting of surveillance, social interaction, information sharing, remuneration, and entertainment, on brand equity and its implications for purchase intention among consumers of The Bumee Cafe in Sukabumi Regency. This research employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to 170 respondents selected using a purposive sampling technique. The data were analyzed using Structural Equation Modeling (SEM) with IBM SPSS AMOS to examine the relationships among the proposed variables. The findings indicate that social media activities play an important role in strengthening brand equity and increasing consumers' purchase intention. Social media activities that provide relevant information, encourage interaction, facilitate information sharing, offer promotional incentives, and present engaging content contribute to enhancing brand equity. Furthermore, strong brand equity increases consumers' intention to purchase products from The Bumee Cafe. The findings provide practical implications for coffee shop businesses to optimize their digital marketing strategies by developing more effective, interactive, and consumer-oriented social media activities. Theoretically, this study enriches the literature on the relationships among social media activities, brand equity, and purchase intention within the context of the coffee shop industry in Indonesia.]]>
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