Generation Z's Strategy for Developing Digital Businesses in the Creative Economy Era

Abstract

The development of the creative economy, supported by advances in digital technology, has opened up significant opportunities for Generation Z to develop digital businesses. This generation is known for being technologically adaptive, creative, and possessing strong entrepreneurial traits. This study aims to analyze the strategies implemented by Generation Z in developing digital businesses in the creative economy era, as well as to identify factors that support and hinder the sustainability of these businesses. The research method used is a descriptive qualitative approach with data collection techniques through in-depth interviews, observation, and documentation of digital business actors from Generation Z. Data analysis was conducted using thematic analysis to explore patterns of digital business strategies implemented. The results show that the main strategies used by Generation Z include utilizing social media as a digital marketing tool, strengthening personal branding, product innovation based on market trends, and utilizing digital platforms for operational efficiency. In addition, digital literacy, creativity, and the ability to adapt to market changes are key factors in the success of digital businesses. This study is expected to provide theoretical contributions to the development of digital entrepreneurship studies and serve as a practical reference for the younger generation and stakeholders in encouraging the growth of digital businesses in the creative economy sector.