Gen Z Empowerment Strategy in the Framework of Improving the Standard of Living in Indonesia Using SWOT Analysis

Heigy  Nandi; Rahma Saida  Ali; Andriyani; Suharnomo

Authors

Heigy Nandi Faculty of Economics and Business, Universitas Diponegoro
Rahma Saida Ali Faculty of Economics and Business, Universitas Diponegoro
Andriyani Faculty of Economics and Business, Universitas Diponegoro
Suharnomo Faculty of Economics and Business, Universitas Diponegoro

Keywords:

Gen Z, Empowerment, SWOT, Indonesian Gen Z

Abstract

Indonesia’s population is currently dominated by Generation Z, making up 27.94% of the total. However, with the economic recession of 2023, Generation Z has faced significant employment challenges, with 42.62% (or 4.3 million individuals) reported as unemployed in 2024, based on Sakernas data. Structural unemployment not only impacts economic growth and development but also poses mental health risks and threatens the productivity of an entire generation. This research aims to explore strategies for empowering Generation Z, leveraging their potential for innovation, creativity, and productivity. Using a qualitative, literature-based approach with SWOT analysis, this study examines both external (opportunities and threats) and internal (strengths and weaknesses) factors to develop alternative strategies. Key recommendations include certified entrepreneurship training through government and business collaboration, local material used to reduce costs, and digital marketing optimization. Additional strategies involve creating policies with stakeholders to support youth empowerment and leveraging government programs for talent and business capital. This research provides actionable insights to help unlock Generation Z's potential, improving their quality of life and contributing to sustainable national development.

Downloads

Download data is not yet available.

References

Ariani, D. (2020). Gagasan Millenial & Generasi Z Untuk Indonesia Emas 2045. Malang: Fianosa Publishing.

Arneldy, S., Sukamdani, N. B., & Maharani, M. D. D. (2022). Training strategy for development of life insurance agent in facing the generation z market. Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan, 5(2), 742-752.

Asif, M. (2021). Evaluation of factors affecting carbon accounting information disclosure: A case of ASEAN countries. Arthatama, 5(2), 39-50.

Bourke, B. (2019). Connecting with Generation Z through social media. In Preparing the higher education space for Gen Z (pp. 124-147). IGI Global.

Chrisdwiandra, I. (2024). The Effect of Service Recovery on Customer Satisfaction with Customer Trust as an Intervening Variable. Research Horizon, 4(4), 239-250.

Das, A. K., & Malik, P. (2024). Ascertaining factors inducing engagement and stay intention among Gen Z: a qualitative study in the Indian context. International Journal of Organizational Analysis.

Dolot, A. (2018). The characteristics of Generation Z. E-mentor, 74(2), 44-50.

Ekaputri, A. M., Dani, A. N., Sukresna, I. M., & Indriani, F. (2024). Customer Interest in Saving with Easy Mobile Banking to Support Green Marketing. Research Horizon, 4(4), 233-238.

Ghufron, M. I., Wardah, I. L., & Ningsih, M. S. S. (2023). Economic Empowerment Strategy of The Younger Generation Through Diversification of Multiple Business Businesses in Increasing Economic Growth in Utama Raya Beach, Situbondo. Assets Journal: Journal of Economic and Business, 1(2), 11-28.

Habib, M. A. F. (2021). Kajian teoritis pemberdayaan masyarakat dan ekonomi kreatif. Ar Rehla: Journal of Islamic Tourism, Halal Food, Islamic Traveling, and Creative Economy, 1(2), 82-110.

Hakim, A. P. N., Sabela, S., Tsaqib, M. F., & Wardani, A. (2024). Partisipasi Gen Z dalam Konteks Dinamika Pembangunan di Indonesia. Jurnal Penelitian Sosial Ilmu Komunikasi, 8(1), 21-29.

Kunyanti, S. A., & Mujiono, M. (2021). Community Empowerment-based Corporate Social Responsibility Program in Panglima Raja Village. International Journal on Social Science, Economics and Art, 11(1), 12-19.

Martiawan, R., Achdiat, A., Ruyani, N. R., Ediyanto, E., & Jamaludin, M. (2023). Analysis of Food Security in Regional Context: West Java Provincial Government as a Case Study. Research Horizon, 3(1), 1-8.

Mulyana, M., Din, M., Mustamin, M., Amir, A. M., Karim, F., & Betty, B. (2022). Local government own-source revenue and general allocation funds on capital expenditure: Economic growth as moderating variable. Arthatama, 6(1), 44-54.

Mustanir, A., Faried, A. I., Mursalat, A., Kusnadi, I. H., Fauzan, R., Siswanto, D., & Widiyawati, R. (2023). Pemberdayaan Masyarakat. Palembang: Global Eksekutif Teknologi.

Ologbenla, P. (2021). The effect of corporate tax on government expenditure in Nigeria. Research Horizon, 1(5), 157-171.

Putra, Y. S. (2017). Theoritical review: Teori perbedaan generasi. Among makarti, 9(2)..

Putranti, H. R. D., Suparmi, S., & Susilo, A. (2020). Work life balance (WLB) complexity and performance of employees during Covid-19 pandemic. Arthatama, 4(1), 56-68.

Ravichandran, R., & Dixit, P. (2024). Empowering the Next Generation of Entrepreneurs: The Role of Innovation and Incubation Centres. Journal of Vocational Education Studies, 7(1).

Sarjiyanto, S., Sarwoto, S., & Darma, T. S. (2022). The Sustainability of Community Empowerment as Development Strategies: The Experience of Indonesia. International Journal of Multicultural and Multireligious Understanding, 9(3), 207-218.

Sirmayanti, S., Mahjud, I., Marwan, M., Puspita, I., Mahyati, M., Rizal, M., ... & Adil, N. (2022). Pemberdayaan Media Kreativitas Pemuda Melalui Content Creator Media Sosial. In Seminar Nasional Hasil Penelitian & Pengabdian Kepada Masyarakat (SNP2M) (Vol. 7, No. 1, pp. 327-333).

Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of business research, 104, 333-339.

Sudarmanto, E., Revida, E., Zaman, N., Simarmata, M. M., Purba, S., Syafrizal, S., ... & Susilawaty, A. (2020). Konsep Dasar Pengabdian Kepada Masyarakat: Pembangunan dan Pemberdayaan. Medan: Yayasan Kita Menulis.

Trijono, L. (2001). Strategi pemberdayaan komunitas lokal: Menuju kemandirian daerah. Jurnal Ilmu Sosial dan Ilmu Politik, 5(2), 215-235.

Widodo, W. N., Mangkurat, B., Rahmiati, F., Nurwaesari, N., Susanto, A. B., Susanto, A. H., ... & Puspita, M. (2023). Short Studies: An Overview of Empowering Global Maritime Technology on Indonesia Seaweed Industries Innovations in 2045. AEGIS: Journal of International Relations, 7(2).

Wijaya, C. P., & Wahyudi, S. (2024). Sustainable Economy from Equity Mutual Fund Characteristic and Performance: Indonesia within 2017-2022. Research Horizon, 4(4), 221-232.

Yanescha, N. Y. P. (2022). Analysis of factors affecting inflation in Indonesia 2015-2020. Research Horizon, 2(2), 330-344.