The retail industry in Indonesia has experienced significant growth, particularly in the convenience store sector such as Indomaret. This study investigates the impact of social media marketing activities towards brand equity, mediated by brand experience and moderated by perceived uniqueness. The conceptual framework in this study is empirically tested on Indomaret’s customer in Jabodetabek. The research method used is quantitative with a survey, where the sample was taken using purposive sampling. Data was obtained through an online questionnaire using a Likert scale of 1-5. The total amount of data processed was 390 respondents. The data was analysed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method, where 5 hypotheses were tested. The results of the study showed that 4 hypotheses were accepted, but the hypotheses of perceived uniqueness moderating the relationship between social media marketing activities and brand experience was not supported. The results of this study are expected to contribute academically and have managerial implications for the marketing of the retail sector, especially convenience stores.