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Strategi Retensi Generasi Z melalui Literasi Digital dan Kepemimpinan Adaptif: Studi pada UMKM Banyuwangi Ni Kadek Yuliandari; Kurnia Riesty Utami; Moh. Fahrurrozi; Luh Kartika Ningsih
Ekuitas: Jurnal Pendidikan Ekonomi Vol. 14 No. 1 (2026)
Publisher : Fakultas Ekonomi Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/ekuitas.v14i1.103889

Digital transformation and workforce demographic changes have created new challenges in human resource management, particularly regarding the retention of Generation Z in the Micro, Small, and Medium Enterprises (MSMEs) sector. Generation Z, as digital natives, possesses advantages in utilizing technology; however, they often encounter obstacles such as limited formal training, inadequate digital infrastructure, and high expectations for leadership styles. This study aims to explore the role of digital literacy and adaptive leadership in sustaining Generation Z retention within MSMEs in Banyuwangi. The research employed a qualitative descriptive approach with a purposive sampling technique involving 30 informants, consisting of Generation Z employees (aged 18–29 years) and MSME owners in the culinary, handicraft, and service sectors. Data were collected through in-depth interviews, participatory observations, focus group discussions, and secondary document analysis, and then analyzed using thematic analysis with source and method triangulation to ensure data credibility. The findings identified four main themes: (1) digital literacy of Generation Z, (2) adaptive leadership styles, (3) dynamics of Generation Z retention, and (4) the integration of digital literacy and adaptive leadership as a retention strategy. The results indicate that digital literacy enhances Gen Z’s contribution to digital marketing and e-commerce, while adaptive leadership characterized by flexibility and support strengthens their organizational loyalty. The integration of these two aspects produces a contextual retention strategy that can reduce turnover risks and improve MSME competitiveness.

Strategi Retensi Generasi Z melalui Literasi Digital dan Kepemimpinan Adaptif: Studi pada UMKM Banyuwangi Ni Kadek Yuliandari; Kurnia Riesty Utami; Moh. Fahrurrozi; Luh Kartika Ningsih
Ekuitas: Jurnal Pendidikan Ekonomi Vol. 14 No. 1 (2026)
Publisher : Fakultas Ekonomi Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/ekuitas.v14i1.103889

Digital transformation and workforce demographic changes have created new challenges in human resource management, particularly regarding the retention of Generation Z in the Micro, Small, and Medium Enterprises (MSMEs) sector. Generation Z, as digital natives, possesses advantages in utilizing technology; however, they often encounter obstacles such as limited formal training, inadequate digital infrastructure, and high expectations for leadership styles. This study aims to explore the role of digital literacy and adaptive leadership in sustaining Generation Z retention within MSMEs in Banyuwangi. The research employed a qualitative descriptive approach with a purposive sampling technique involving 30 informants, consisting of Generation Z employees (aged 18–29 years) and MSME owners in the culinary, handicraft, and service sectors. Data were collected through in-depth interviews, participatory observations, focus group discussions, and secondary document analysis, and then analyzed using thematic analysis with source and method triangulation to ensure data credibility. The findings identified four main themes: (1) digital literacy of Generation Z, (2) adaptive leadership styles, (3) dynamics of Generation Z retention, and (4) the integration of digital literacy and adaptive leadership as a retention strategy. The results indicate that digital literacy enhances Gen Z’s contribution to digital marketing and e-commerce, while adaptive leadership characterized by flexibility and support strengthens their organizational loyalty. The integration of these two aspects produces a contextual retention strategy that can reduce turnover risks and improve MSME competitiveness.

The Influence Of Work Life Balance, Emotional Intelligence And Work Environment On Employee Performance Puskesmas Klatak Banyuwangi Diva Hanessa Kusumawati; Arif Rahman Hakim; Moh Fahrurrozi
Neo Journal of economy and social humanities Vol 3 No 1 (2024): Neo Journal of Economy and Social Humanities, March 2024
Publisher : International Publisher (YAPENBI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/nejesh.v3i1.164

The purpose of this study was to determine the effect of work life balance, emotional intelligence, and work environment on the performance of Klatak Health Center employees. The population of this study were employees of the Klatak Health Center, Banyuwangi Regency, East Java. The data collection method of this study used a questionnaire distributed to 52 samples of Klatak Health Center employees. This research method used is multiple linear regression, t test, and F test. The results showed that work life balance variables, emotional intelligence and work environment simultaneously affect employee performance. Emotional intelligence and work environment variables partially affect employee performance while work balance variables have no effect on employee performance at the Klatak Banyuwangi Health Center.

The Influence Of Brand Image, Packaging, And Promotion On Purchasing Decisions For Mineral Water King Oseng At CV. Maju Terus Bahagia Sejahtera Sentosa Banyuwangi Indah May Sary; Agus Riyanto; Moh. Fahrurrozi
Neo Journal of economy and social humanities Vol 3 No 1 (2024): Neo Journal of Economy and Social Humanities, March 2024
Publisher : International Publisher (YAPENBI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/nejesh.v3i1.165

This study aims to analyze the effect of brand image, packaging and promotion on purchasing decisions for King Oseng Mineral Water products at CV. Maju Terus Bahagia Sejahtera Sentosa Banyuwangi, both simultaneously and partially. The population in this study were customers of King Oseng Mineral Water products at CV. Maju Terus Bahagia Sejahtera Sentosa Banyuwangi. The sampling method used is nonprobability sampling, data collection using purposive sampling. The data was collected using a questionnaire in which the sampling was 40 respondents. This type of descriptive quantitative research uses instrument tests, classical assumption tests, multiple linear regression analysis, hypothesis testing (T & F tests), and the coefficient of determination. The results in this study show that the brand image (X1), packaging (X2) and promotion variables (X3) simultaneously (F test) have a positive and significant influence on purchasing decisions. While the results partially (T test) that the brand image variable has no effect and is insignificant to purchasing decisions, the packaging variable has no effect and is insignificant to purchasing decisions, and the promotion variable has a positive and significant effect on purchasing decisions. With the coefficient of determination (Adjust R Square) obtained of 0.474 or 47.4%. This means that 47.4% of purchasing decisions can be explained by independent variables, while the remaining 52.3% is likely to be explained by other independents that are not included in this study.

Keputusan Konsumen Dalam Membeli Produk Fashion Di Pusat Grosir Jaya Purwoharjo Banyuwangi Dengan Mempertimbangkan Promosi, Social Media Marketing, Dan Kualitas Produk Sherly Martha Sari; Priangga Eko Saputra; Moh. Fahrurrozi
Economics and Digital Business Review Vol. 5 No. 1 (2024)
Publisher : STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/ecotal.v5i1.1049

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh promosi, social media marketing, dan kualitas produk terhadap keputusan pembelian Pusat Grosir Jaya Purwoharjo baik secara simultan maupun parsial. Teknik analisis data yang digunakan yaitu uji validitas, uji reliabilitas, uji asumsi klasik, regresi linier berganda, koefesien determinasi. Dengan mengumpulkan data melalui kuesioner dengan jumlah responden 90 responden yang merupakan pelanggan dari Pusat Grosir Jaya Purwoharjo. Pengolahan data pada penelitian ini menggunakan SPSS v.25 for windows. Hasil analisis menyatakan bahwa semua indikator dinyatakan valid dan reliabel, dan ada pengaruh secara simultan variabel promosi, social media marketing, dan kualitas produk terhadap keputusan pembelian (H1 diterima). Hasil penelitian ini juga terdapat pengaruh secara parsial variabel social media marketing dan kualitas produk terhadap keputusan pembelian (H3 dan H4 diterima), namun tidak terdapat pengaruh secara parsial variabel promosi terhadap keputusan pembelian (H2 ditolak).

Optimalisasi Potensi Produk Lokal Melalui Inovasi Produk dan Revitalisasi Kemasan untuk Meningkatkan Nilai Tambah UMKM Omah Kopi Telemung Sahru Romadloni; Amelia Fatimah Azzahra; Leffran Dwi Akbar; Elok Rosyidah; Moh. Fahrurrozi
Jurnal Inovasi Pengabdian Masyarakat Vol. 3 No. 1 (2026): Jurnal Inovasi Pengabdian Masyarakat (IPM)
Publisher : Universitas 17 Agustus 1945 Banyuwangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62734/ipm.v3i1.684

UMKM Omah Kopi Telemung merupakan usaha mikro berbasis kopi lokal di Desa Telemung, Kecamatan Kalipuro, Kabupaten Banyuwangi, yang memiliki potensi pengembangan produk dari hasil samping pengolahan kopi. Namun, mitra masih menghadapi keterbatasan pada inovasi produk, konsistensi formula, identitas visual kemasan, dan promosi digital. Artikel pengabdian ini bertujuan mendeskripsikan pendampingan partisipatif dalam optimalisasi potensi produk lokal melalui inovasi produk, revitalisasi kemasan, dan pengembangan media promosi. Kegiatan berlangsung pada November 2025-April 2026 dengan pendekatan deskriptif kualitatif melalui observasi partisipatif, wawancara semi-terstruktur, eksperimen produk, dokumentasi, dan evaluasi reflektif bersama pemilik UMKM. Tahapan kegiatan meliputi identifikasi kebutuhan, eksplorasi bahan lokal, uji formula, desain ulang kemasan, penyusunan media promosi, dan evaluasi akhir. Hasil kegiatan menunjukkan bahwa pendampingan menghasilkan dua produk baru, yaitu Palascara Tea dan Purple Tea, dengan memadukan kulit kopi, pala, dan bunga telang. Kegiatan juga menghasilkan formula awal yang lebih terarah, kemasan yang lebih informatif, brosur, serta bahan video promosi. Program berkontribusi memperkuat nilai tambah produk, identitas merek, kesiapan pasar, dan kapasitas adaptif UMKM. Pendampingan lanjutan disarankan pada uji masa simpan, standardisasi produksi, penguatan legalitas, optimalisasi marketplace, dan perluasan jejaring distribusi.

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