This study aims to investigate the effect of brand communication on brand equity on media
Instagram. The dimension of brand communication is measured using firm-created and usergenerated
content
variables.
Data
was
collected
by
using
a
cross-sectional
survey
design
with

a

paper and pencil test. The research subject is a customer of Jogja Food Truck (JFT)
Community and follows their Instagram. Samples of 300 respondents were collected using the
purposive sampling method. Multiple linear regression statistic method is employed to analyze
data. The result shows that the dimensions of firm-created content (FCC) communication in
online social media has a positive effect on brand equity. While user-generated content (UGC)
communication in online social media partially affects brand equity.