<![CDATA[General Background: Social media provides food MSMEs with broad and interactive opportunities for digital promotion. Specific Background: Bumbu Wilona actively uses Instagram and TikTok, generating substantial content exposure, yet high reach, impressions, and views do not necessarily indicate favorable consumer responses or successful marketing communication. Knowledge Gap: Exposure metrics cannot determine whether consumers like promotional content, understand product information, develop purchase interest, or respond positively, while differences between the two platforms require consumer-based evaluation. Aims: This quantitative descriptive study evaluated Instagram and TikTok as promotional media for Bumbu Wilona using the EPIC Model among 120 respondents who had viewed content on both platforms. Results: Instagram recorded scores of 4.18 for Empathy, 4.19 for Persuasion, 4.15 for Impact, and 4.20 for Communication, producing an EPIC Rate of 4.18. TikTok recorded 4.14, 4.14, 4.11, and 4.29, respectively, producing an EPIC Rate of 4.17. Both overall scores were classified as effective, while TikTok Communication was classified as very effective. Novelty: The study evaluates both social media channels using the same four-dimensional consumer-response framework within a food MSME context. Implications: Both channels can be used complementarily, with structured consumer interaction supported through Instagram and broader content reach supported through TikTok. Highlights: The two platforms recorded overall scores of 4.18 and 4.17. Communication reached 4.20 on one channel and 4.29 on the other. All four-dimensional scores fell within favorable classification ranges. Keywords: Promotional Effectiveness, Instagram, TikTok, EPIC Model, Food MSMEs]]>
