| Indonesia has one of the fastest internet in the world. Social media such as Twitter, Facebook, and Youtube are likely to be used by brand used to spread the information to consumers. This shows social media has big impact in lifestyle so that marketing in social media makes easier communication for company marketing. Prestige brand has strong brand equity. The stronger brand equity, the stronger consumer confidence in purchasing decision which makes company get benefits from time to time. This study aims to know the effects of social media marketing efforts of smartphone on brand equity and purchase decision. This study only used on top five smartphone brands in Indonesia which are Samsung, OPPO, Asus, Xiaomi, and Lenovo. The results showed that social media marketing efforts positively related to brand equity. Brand equity is also found positively related on purchase decision, whereas social media marketing efforts found no effects to purchase decision. The results also provided with managerial implications for companies. |