APPLICATION OF DIGITAL MARKETING AS AN ENTREPRENEURIAL INNOVATION FOR GENERATION Z

Abstrak

Generation Z (1995–2010) is known as digital natives with a high ability to utilize
technology and social media. Their active behavior across various digital platforms opens
up significant opportunities for the development of digital entrepreneurship. This research
aims to analyze the application of digital marketing as an entrepreneurial innovation for
Generation Z thru a literature study related to consumer behavior, digital literacy, and
digital marketing strategies across various business sectors such as MSMEs, startups,
and e-commerce. The study results indicate that digital literacy, content creativity,
adaptive social media strategies, and the ability to understand trends and build consumer
engagement significantly impact marketing effectiveness and business success. This
paper provides practical contributions for young entrepreneurs and marketing
practitioners in designing innovative and sustainable digital entrepreneurship strategies.