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All Journal Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital Jurnal Bisnis Kreatif dan Inovatif
Yusuf Adzka Tarigan
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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Peran Aktif Generasi Z dalam Inovasi dan Pemasaran Digital UMKM di Era Teknologi Yusuf Adzka Tarigan; Adelia Gusfira; Reni Ria Armayani Hasibuan
Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital Vol. 2 No. 3 (2025): Agustus : Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital
Publisher : Asosiasi Riset Ilmu Manajemen dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jimakebidi.v2i3.603

Abstract

The development of digital technology has brought about major changes in the way small and medium enterprises (SMEs) run their businesses. Generation Z, as a group that grew up with technology, has an important role in driving innovation and digital marketing strategies for MSMEs. This article examines how Gen Z involvement can improve MSME competitiveness through the use of social media, e-commerce platforms, and the use of other digital technologies. In addition, this article discusses the challenges faced by Gen Z in implementing digital innovation and effective marketing strategies. With a qualitative approach and literature study, this article provides an overview of Gen Z's real contribution to the digital transformation of MSMEs as well as recommendations for increasing synergy between the younger generation and MSME actors for inclusive and sustainable economic progress.
Peran Inovasi dalam Meningkatkan Daya Saing Usaha Mikro Kecil dan Menengah (UMKM) di Kota Medan Anju Andini; Eka Kristina Waruwu; Yusuf Adzka Tarigan
Jurnal Bisnis Kreatif dan Inovatif Vol. 2 No. 4 (2025): Desember : Jurnal Bisnis Kreatif dan Inovatif
Publisher : Asosiasi Riset Ilmu Manajemen dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jubikin.v2i4.1164

Abstract

This study aims to analyze the role of innovation in enhancing the competitiveness of Micro, Small, and Medium Enterprises (MSMEs) in Medan City. The research employs a qualitative approach through direct interviews with several MSME owners from various business sectors. The results reveal that innovation plays a significant role in strengthening business competitiveness through product development, digital marketing strategies, and improvements in production processes. Product innovation among MSMEs includes changes in design, quality enhancement, and product diversification based on market demand. Meanwhile, marketing innovation is achieved through the utilization of social media and digital platforms to expand market reach and improve customer engagement. However, MSME actors still face challenges such as limited capital, low digital literacy, and lack of access to training and mentorship. Therefore, collaboration between business actors, government, and supporting institutions is essential to build a sustainable innovation ecosystem that strengthens the competitiveness of MSMEs in the digital era.
Co-Authors Adelia Gusfira Anju Andini Eka Kristina Waruwu Reni Ria Armayani Hasibuan