Social Media Marketing Training to Support Gen Z Entrepreneurs in Malang City

Authors

  • Nanang Suryadi Universitas Brawijaya
  • Abdurrahman Hakim Universitas Brawijaya
  • Muhammad Fajrul Iskam Fasieh Universitas Brawijaya

DOI:

https://doi.org/10.36312/sasambo.v5i4.1502

Keywords:

Gen Z, Kewirausahaan

Abstract

Persaingan di tempat kerja sangat ketat; setiap tahun, lulusan baru berdatangan. Hal ini mengharuskan individu mencari usaha alternatif untuk memenuhi kualitas hidup yang dibutuhkan, salah satunya dengan menciptakan bisnis. Saat ini, kelompok generasi Z mencapai 20% dari seluruh populasi pada tahun 2020. Karena fleksibilitas yang dimilikinya, Generasi Z memiliki cara pandang tersendiri dalam berwirausaha. Kurangnya informasi tentang bagaimana menggunakan teknik pemasaran yang sukses untuk terhubung dengan pelanggan di tengah persaingan yang keras dan keadaan ekonomi global yang berorientasi pada pertumbuhan berkelanjutan, serta persaingan yang ketat, dan membutuhkan inovasi. Berdasarkan permasalahan yang dialami, maka alternatif pemecahan masalah yang dilakukan adalah dengan mengadakan pelatihan social media marketing sebagai strategi bisnis bagi generasi Z di Kota Malang. Pelatihan ini untuk mempersiapkan Generasi Z agar mampu bersaing. Metode pelaksanaan kegiatan adalah dengan memberikan sosialisasi, pelatihan, dan pendampingan secara langsung digital marketing. Kegiatan mendapat respon positif dari peserta pelatihan.  Selain itu, hasil evaluasi juga menunjukkan bahwa kegiatan ini mampu secara efektif meningkatkan pengetahuan dan keterampilan generasi Z dalam memanfaatkan teknologi digital pemasaran. Dari hasil pelatihan yang diberikan, para peserta kegiatan memiliki wawasan dan pandangan baru tentang bagaimana terus berinovasi dalam memaksimalkan pemasaran digital melalui copywriting.

Social Media Marketing Training to Support Gen Z Entrepreneurs in Malang City

 Competition in the workplace is fierce; every year, new graduates arrive. This requires individuals to seek alternative ventures to fulfill their quality of life needs, one of which is by creating a business. Currently, the Generation Z cohort will account for 20% of the entire population by 2020. Due to their flexibility, Generation Z has its own perspective on entrepreneurship. Lack of information on how to use successful marketing techniques to connect with customers amidst harsh competition and a global economy that is oriented towards sustainable growth as well as fierce competition and requires innovation Based on the problems experienced, the alternative solution is to conduct training on social media marketing as a business strategy for Generation Z in Malang City. This training is to prepare Generation Z to be able to compete. The method of implementing the activity is by providing socialization, training, and direct digital marketing assistance. The activity received a positive response from the training participants. In addition, the evaluation results also showed that this activity was able to effectively increase the knowledge and skills of Generation Z in utilizing digital marketing technology. From the results of the training provided, the activity participants gained new insights and views on how to continue to innovate in maximizing digital marketing through copywriting.

 

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References

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Published

2023-11-01

How to Cite

Suryadi, N., Hakim, A., & Fasieh, M. F. I. (2023). Social Media Marketing Training to Support Gen Z Entrepreneurs in Malang City. Sasambo: Jurnal Abdimas (Journal of Community Service), 5(4), 665–673. https://doi.org/10.36312/sasambo.v5i4.1502

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