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All Journal Ecobankers : Journal of Economy and Banking
Salwaa Mumtazah
Universitas Islam Bunga Bangsa
Economics, Econometrics & Finance

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The Role of Generation Z as Economic Actors in the Digital Age: Analysis of the Phenomenon of Youth Entrepreneurship on E-Commerce Platforms Deva Arta Nola; Erla Deliyana; Salwaa Mumtazah; Hasrin Putri Arti; Gama Pratama
Ecobankers : Journal of Economy and Banking Vol. 7 No. 1 (2026): Ecobankers : Journal of Economy and Banking
Publisher : Prodi Perbankan Syariah Fakultas Ekonomi dan Bisnis Islam Universitas Islam Bunga Bangsa Cirebon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47453/ecobankers.v7i1.3646

Abstract

This research aims to analyze the role of Generation Z in developing the digital economy in Indonesia, with a focus on the phenomenon of successful young entrepreneurs at a young age through the utilization of technology and digital marketing strategies. One of the real examples is a 16-year-old teenager who managed to achieve a turnover of five billion rupiah in 1.5 years through a hard selling strategy of imported hair accessories products on the e-commerce platform. This phenomenon illustrates that Generation Z has high adaptability to technological developments and the courage to innovate in the digital era. The research method used is qualitative descriptive with a case study approach. The research results show that the success of the young entrepreneur is supported by the utilization of digital marketing strategies, creativity in product branding, and the ability to read market trends quickly. This finding reinforces the view that Generation Z has great potential as a driver of the national digital economy in the future Keywords: Generation Z, Digital Economy, Young Entrepreneur, Hard Selling, E-Commerce
Co-Authors Deva Arta Nola Erla Deliyana Gama Pratama Hasrin Putri Arti