The use of internet access to share information at this time is needed by every company, with the development of social media has made more people can communicate with each other, at any time and from anywhere. This study analyzes the effect of social media marketing activities (SMMA) on brand equity and customer response on airline Instagram. The study was conducted on 185 followers in social media Instagram owned by Garuda Indonesia, and in this study method of data analysis using SEM (Structural Equation Modeling) which will be assisted with a program from AMOS. The results showed that; 1) SMMA had a significant effect on brand awareness; 2) SMMA had a significant effect on brand image; 3) brand awareness had no significant effect on E-WOM; 4) brand awareness had a significant effect on commitment; 5) brand image had a significant effect on E -WOM; 6) brand image has a significant effect on commitment.