<![CDATA[ABSTRAKUMKM di Kota Tua Ampenan menghadapi kesenjangan digital akibat manajemen produksi yang belum terstandar, pencatatan keuangan manual, dan pemasaran konvensional. Kegiatan ini bertujuan memberdayakan Generasi Z anggota Koperasi Dana Mandiri sebagai digitalpreneur melalui pelatihan manajemen usaha berbasis e-commerce dan content creation. Metode yang digunakan adalah Participatory Action Research dengan pendekatan experiential learning selama enam bulan terhadap 35 anggota koperasi. Pelaksanaan meliputi sosialisasi, pelatihan terklaster (produksi, manajemen usaha, pemasaran digital), penerapan Digital UMKM Toolkit, pendampingan intensif, dan evaluasi baseline-endline. Hasil menunjukkan 100% anggota memiliki SOP produksi dan akun bisnis aktif, 80% menerapkan kemasan market-ready, 91,4% mampu menghitung HPP, 85,7% menggunakan pencatatan keuangan digital, terbentuk katalog digital serta tim digital marketing internal, dihasilkan 78 konten promosi, engagement media sosial meningkat 45%, dan omzet rata-rata naik 28% dengan perluasan pasar hingga regional maupun nasional.Kata kunci: Pemberdayaan Generasi Z; Digitalpreneur; Pelatihan Manajemen Usaha ;E-Commerce dan Content Creation. ABSTRACTMicro, Small and Medium Enterprises (MSMEs) in Ampenan Old Town face a digital divide caused by unstandardized production management, manual financial recording, and conventional marketing. This community service activity aims to empower Generation Z members of Dana Mandiri Cooperative as digitalpreneurs through business management training based on e-commerce and content creation. The method used is Participatory Action Research with an experiential learning approach over six months involving 35 cooperative members. Implementation includes socialization, cluster-based training (production, business management, digital marketing), application of the Digital MSME Toolkit, intensive mentoring, and baseline-endline evaluation. Results indicate that 100% of members have production SOPs and active business accounts, 80% apply market-ready packaging, 91.4% can calculate Cost of Goods Sold (COGS), 85.7% use digital financial recording, a digital catalog and internal digital marketing team were established, 78 promotional contents were produced, social media engagement increased by 45%, and average turnover rose by 28% with market expansion to regional and national levels.Keywords: Generation Z Empowerment; Digitalpreneur; Business Management Training; E-Commerce; Content Creation.]]>
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