Peran generasi Z dalam transformasi digital dan peningkatan eksistensi UMKM: Best practice Perpustakaan Universitas Airlangga

Abstract

This research discusses the role of Generation Z in increasing the existence of Micro, Small and Medium Enterprises (UMKM) in Indonesia, as well as identifying best practices that can be implemented by the Airlangga University Library to support this initiative. This research method uses a qualitative approach by collecting data through in-depth interviews and surveys of Generation Z students and UMKM players. Apart from that, analysis of related literature was also carried out to enrich understanding of the dynamics that occur between Generation Z and UMKM. The research results show that Generation Z has high digital skills and is able to utilize technology and social media to promote UMKM products effectively.  Through collaboration between students and UMKM players, libraries can create a strong network to share knowledge and experience, as well as encourage innovation in the UMKM sector. This research concludes that assistance from various sectors, including the community and government, is very necessary to build a representative ecosystem for the development of UMKM in this digital era. In this way, Generation Z not only contributes to local economic growth but also becomes a catalyst for change that can provide positive benefits for the wider community. It is hoped that this research can provide insights and recommendations for libraries and other educational institutions in supporting the development of UMKM through the active involvement of Generation Z.