<![CDATA[The development of digital technology has brought significant changes to various aspects of life, including the world of education. Generation Alpha, as a generation born and raised in the digital era, has different characteristics compared to previous generations, especially in technology usage and information access. Besides providing various benefits, technological advancements also present challenges to students' character building, such as decreased social interaction, low self-control, and increased exposure to information that is not in accordance with moral values. This study aims to analyze the importance of strengthening character education in the digital era as an effort to face the challenges faced by Generation Alpha. The research method used is qualitative research with a literature study approach. Data were obtained from various scientific sources, such as journals, books, articles, and related documents discussing character education, the digital era, and Generation Alpha. The data analysis technique was carried out through the collection, reduction, presentation, and conclusion of various findings in the literature. The results of the study indicate that strengthening character education plays an important role in shaping students who are able to utilize technology wisely, responsibly, and ethically. The implementation of character education can be carried out through the integration of character values in learning, providing role models by teachers and parents, as well as collaboration among schools, families, and communities. Thus, character education becomes an important foundation in preparing Generation Alpha to be able to face various challenges in the digital era without losing moral and social values.]]>
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