Integrasi Sistem Informasi Manajemen dan Media Sosial dalam Strategis Pemasaran untuk Generasi Z

Abstract

The development of digital technology has changed the way marketing is done, especially in reaching Generation Z, who were born between 1997 and 2012. This study discusses how the integration of Management Information Systems with social media can be maximized to produce effective marketing strategies. Through a literature review, this study highlights the characteristics of Generation Z, the role of Management Information Systems in consumer data processing, and the function of social media as a primary marketing channel. The results show that the integration of the two enables content personalization, quick responses to trends, and the development of authentic relationships with Generation Z. Effective implementation requires an understanding of this generation's digital preferences and adequate technological support. This study contributes to organizations in improving their digital marketing strategies amid changes in the behavior of young consumers.