The Role of Gen Z in Utilizing Social Media to Enhance MSME Competitiveness Toward Indonesia Emas 2045
DOI:
https://doi.org/10.29407/e.v12i2.27416Keywords:
: competitiveness, digital transformation, generation Z, MSMEs, social mediaAbstract
Indonesia is striving to achieve the vision of Indonesia Emas 2045 by strengthening national economic competitiveness, one of which is through empowering Micro, Small, and Medium Enterprises (MSMEs) as the backbone of the national economy in the digital era. Generation Z, as digital natives, possesses significant potential to support the digital transformation of MSMEs through the utilization of social media; however, this contribution has not yet been optimally harnessed and continues to face various limitations in practical implementation. This study aims to analyze the role of Generation Z in enhancing MSME competitiveness through social media–based digital communication strategies, while addressing the research gap related to the suboptimal contribution of Generation Z in accelerating sustainable digital transformation among MSMEs. The research employs a descriptive qualitative method with a literature review approach, drawing on various relevant studies and reports. Data analysis was conducted through the stages of data reduction, data presentation, and inductive conclusion drawing. The findings indicate that Generation Z acts as a catalyst in social media management through content creativity, digital storytelling, and the utilization of social commerce, which contribute to expanding market reach and strengthening MSME brand image. Nevertheless, challenges remain, including low levels of productive digital literacy, limitations in human resources, and digital infrastructure disparities that hinder the optimization of this role. Therefore, collaborative strategies are required through the enhancement of digital literacy, the strengthening of community partnerships, and inclusive and adaptive public policy support. In conclusion, Generation Z plays a strategic and crucial role as a key accelerator in the digital transformation of MSMEs, contributing to the development of a competitive and sustainable digital economy toward the realization of Indonesia Emas 2045.
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