ABSTRAK
Penelitian ini bertujuan untuk mengetahui apakah aktivitas social mediamarketing berpengaruh terhadap loyalty intentions melalui driver customer equity,yaitu value equity; brand equity; dan relationship equity; dalam konteksperbankan yaitu PT. Bank Negara Indonesia (Persero), Tbk. Sampel padapenelitian ini adalah nasabah BNI yang berpengalaman mengunakan social mediaBNI dan yang menggunakan Internet Banking BNI sejumlah 215 responden.Structural Equation Modelling (SEM) dengan software LISREL 8.51 digunakanuntuk mengolah data. Hasil analisis menunjukkan bahwa aktivitas social mediamarketing memiliki pengaruh positif yang signifikan terhadap value equity, brandequity, relationship equity, dan loyalty intentions. Value equity dan brand equityjuga memiliki pengaruh positif yang signifikan terhadap loyalty intentions,sedangkan relationship equity tidak tidak terbukti memiliki pengaruh yang positifyang signifikan terhadap loyalty intentions.

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ABSTRACT
The objective of this research is to study whether social media marketingactivities have significant effects on loyalty intentions through customer equitydrivers, such as value equity; brand equity; and relationship equity; in the contextof banking, which is PT. Bank Negara Indonesia (Persero), Tbk. The respondentsfor this research are customers of BNI who have experienced using social mediaof BNI and BNI Internet Banking BNI in the number of 215 respondents. Thedata was processed through Structural Equation Modeling (SEM) using LISREL8.51. The results show that social media marketing activities have a significantpositive effect on value equity, brand equity, relationship equity, dan loyaltyintentions. Value equity and brand equity also have a significant positive effect onloyalty intentions, while relationship equity is not proven having a significantpositive effect on loyalty intentions.