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All Journal Jurnal Informatika dan Teknik Elektro Terapan Sinkron : Jurnal dan Penelitian Teknik Informatika JOURNAL OF SCIENCE AND SOCIAL RESEARCH Journal of Applied Data Sciences Instal : Jurnal Komputer Jurnal Minfo Polgan (JMP) Journal of Computer Science and Information Systems (JCoInS) Jurnal Komputer Teknologi Informasi Sistem Komputer (JUKTISI) Jurnal Hasil Pengabdian Masyarakat (JURIBMAS) Jurnal Pemberdayaan Sosial dan Teknologi Masyarakat Jurnal Pengabdian Masyarakat dan Riset Pendidikan Proceedings of The International Conference on Computer Science, Engineering, Social Sciences, and Multidisciplinary Studies
Sarif, Muhammad Irfan
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Religion Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Languange, Linguistic, Communication & Media Library & Information Science Mathematics Social Sciences Other

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The Optimization of Instagram and TikTok Social Media to Help MSMEs Reach Generation Z Customers Silaban, Indra Marto; Sarif, Muhammad Irfan; Rambe, Rezkinah; Sitepu, Andri Ismail
Proceedings of The International Conference on Computer Science, Engineering, Social Science, and Multi-Disciplinary Studies Vol. 1 (2025)
Publisher : CV Raskha Media Group

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64803/cessmuds.v1.108

Abstract

Generation Z represents a strategic market segment for Micro, Small, and Medium Enterprises (MSMEs) due to their high digital engagement and purchasing potential. Instagram and TikTok have emerged as dominant social media platforms among Generation Z, emphasizing visual storytelling, short-form video, and interactive content. This study aims to analyze the optimization of Instagram and TikTok as digital marketing tools to help MSMEs effectively reach Generation Z customers. A qualitative descriptive approach was employed through systematic literature review and observational analysis of MSME social media practices. The findings indicate that content creativity, algorithm-oriented features utilization, posting consistency, and audience interaction significantly influence engagement rates and brand awareness among Generation Z users. Furthermore, authentic storytelling and trend-based content enhance purchase intention and customer trust. This research contributes by providing a structured digital marketing framework tailored for MSMEs targeting Generation Z through social media platforms. The results are expected to support MSME digital transformation and sustainable competitiveness in the digital economy
Co-Authors Abidi, Mhd Ihsan Aminuddin Indra Permana Amir Saleh Apriandi, Dicky Badawi, Afif Banjarnahor, Lamsihar Desvazulinda, Eisyaniah Dharshinni, NP Efendi, Syahril Eko Hariyanto Fadhillah Azmi, Fadhillah Fitriana, Yoga Hafiz, Muhammad Fuad Hafni Hafni Harahap, Abdul Chaidir Harahap, Dedy Rahman Hardinata, Rio Septian Haryanto, Hendrie Hasanah, Annisa Putri Helmandi, Asrul Helmy, Ahmad Herman Mawengkang Husniyyah, Ayu Limbong, Yohannes France Lubis, Syaiful Rahman Manao, Ibnu Afandi Muhammad Amin Muhridan, Arip Nurfebia, Karina Perangin-angin, Despaleri Pohan, Muhammad Zainal Arifin Poltak Sihombing Purba, Samuel Sampe Tuah Rahayu Mayang Sari, Rahayu Mayang Ramadhani, Nuzul Aini Rambe, Rezkinah Ritonga, Ristra Sandra Rudi Hermawan S. Siburian, Ramli Saragih, Irfan Abadi Sari, Anisa Puspita Sembiring, Feby Wulandari Silaban, Indra Marto Sinulingga, Nurbeti Sitepu, Andri Ismail Suherman Sukrianto, Sukrianto Sulistia, Febri Yalda Sumiran, Sumiran Suteja, Ade Guna Syahputra, Muhammad Faisal Syahputra, Zulfahmi Zuriansyah, Alvin