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Articles

Vol. 1 No. 1 (2026): Strategic Foresight

Pemanfaatan User-Generate Content   (UGC)  pada Media Sosial  Tiktok sebagai Strategi  Pemasaran Digital  Mixue Indonesia tehadap Perilaku Konsumen Generasi Z: Sebuah Systematic Literature Review

Submitted
June 20, 2026
Published
2026-07-09

Abstract

The development of social media has driven a shift in marketing strategies from traditional approaches to more interactive and participatory digital marketing. TikTok has become an effective platform in supporting marketing strategies through the use of User-Generated Content (UGC). This study aims to analyze the use of UGC on TikTok as a digital marketing strategy for Mixue Indonesia and its influence on Generation Z consumer behavior. The method used is a Systematic Literature Review (SLR) with PRISMA guidelines through the stages of identification, screening, feasibility assessment, and inclusion. Data was obtained from various scientific databases for the period 2022–2026. The results of the study indicate that UGC plays a role in increasing brand awareness, customer engagement, consumer trust, and purchase intention. Mixue Indonesia's utilization of organic user content is able to create electronic word-of-mouth (e-WOM) and strengthen social proof. In addition, exposure to UGC drives Generation Z consumer behavior through the Fear of Missing Out (FoMO) mechanism that influences purchasing decisions. These findings confirm that UGC is an effective digital marketing strategy in increasing consumer engagement and the effectiveness of brand communication.

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