“…For data analysis using SPSS version 23 software, this data analysis makes it possible to test hypotheses and make conclusions based on empirical evidence. The operational definition of the social media marketing activities variable consists of entertainment, interaction, trendiness, and customization (Khajeh Nobar et al, 2020); (Seo & Park, 2018); the operational definition of the brand experience variable consists of product interaction, customer service, brand presence, and consistency (Amer et al, 2023); (Rahmawati & Hidayati, 2023); the operational definition of the brand trust variable consists of product quality, transparency, social responsibility, and security and privacy (Roets et al, 2014); (Chung & Kim, 2014); the operational definition of brand equity variables consists of perceived quality, brand awareness, brand association, and brand loyalty (Rahmawati & Hidayati, 2023); (Amer et al, 2023). The results of the experiment's reliability shown in Table 2 above prove that all indicators have a Cronbach alpha value for each instrument > 0.60, so it can be concluded that all the instruments used are reliable.…”