The purpose of this  study  was to determine  the effect of  social media marketing and

online consumer behavior to brand story on instant messenger Line application. The research

method  is  explanatory  survey.  The  sample  selection  is  done  by  purposive  sampling  with  the

number of samples study were 100 respondents. The data used are interval data. The statistic

method  used  for  the  test  data  performed  using  SPSS  20  for  Windows.  The  survey  results

revealed that social media marketing have a significant effect on brand story. Online consumer

behavior have a significant effect on brand story. As well as social media marketing and online

consumer behavior simultaneously have a significant effect on brand story. The coefficient of

determination of 42% means that social media marketing and online consumer behavior affect a

brand story by 42% and 58% were influenced by other factors.

Keyword: social media marketing, online consumer behavior, brand story.