The Social media’s growth has altered how companies communicate with customers, even in the patisserie business. This study’s goal is to investigate how social media marketing activities (SMMA) affect consumers intentions to make purchases while taking brand equity (BE) and taking electronic word-of mouth (E-WOM) into consideration. In this research, 360 Patisserie consumers who are active on social media networks such us Instagram, Tik-Tok, e-commerce were surveyed using a quantitative approach. A 5-point Likert with scale points questionnaire was utilized to collect information, and SmartPLS’s Analysis was done using the Structural Equation Modeling (SEM) technique. The findings demonstrated that SMMA improved BE and E-WOM, which raised consumer purchase intention. The connection be-tween BE and purchase intention was found to be significantly mediated by E-WOM. The reseatch’s results emphasize the significance of a digital mar-keting strategy that emphasizes using social media to improve reputation of the brand and consumer connection. To better understand the behavior of consumers in the digital ecosystem, it is advised that future study broaden the industry’s focus and investigate other factors such consumer preferences and social media usage patterns.