Razzaq, A.Y. and Rabiah, A.S. 2025. Empowering Digital Innovation: The Impact Of Social Media Marketing on Brand Equity Mediated By Consumer Brand Engagement in The Local Perfume Sector Among Gen Z in Jakarta. RIGGS: Journal of Artificial Intelligence and Digital Business. 4, 3 (Oct. 2025), 8461–8471. DOI:https://doi.org/10.31004/riggs.v4i3.3195.