PENGARUH NILAI-NILAI SOSIAL, MEDIA SOSIAL, DAYA JUANG DAN KREATIVITAS GENERASI Z DALAM MENDUKUNG PENGEMBANGAN UMKM LOKAL = THE INFLUENCE OF SOCIAL VALUES , SOCIAL MEDIA, FIGHTING SPIRIT AND CREATIVITY OF GENERATION Z IN SUPPORTING LOCAL MSMEs DEVELOPMENT.

This research aims to examine the influence of social values, social media, fighting spirit, and creativity of Generation Z in supporting the development of local Micro, Small, and Medium Enterprises (MSMEs). With the increasing role of MSMEs in driving economic development, especially in local areas, this study seeks to identify how the unique characteristics of Generation Z, such as their social values and engagement with digital platforms, can foster the growth and sustainability of MSMEs.The study uses a quantitative approach with a survey methodology, involving respondents from Generation Z to assess the influence of social values, social media interaction, fighting spirit, and creativity on MSME development. Data was collected through structured questionnaires distributed to a sample of Generation Z participants, with a focus on their behavior and attitudes towards supporting local businesses. Statistical tools, including descriptive and inferential analysis, were applied to test the hypotheses and to evaluate the relationships between the variables. The results of the study reveal that social values, particularly those related to sustainability and support for local products, significantly affect Generation Z's willingness to engage with and promote MSMEs. Social media emerged as a powerful tool in increasing visibility and engagement, while the fighting spirit and creativity of Generation Z further contributed to the development of local businesses. This research provides valuable insights into how MSMEs can leverage digital marketing and the social values of young consumers to enhance their competitiveness and growth.

Keyword : Generation Z, Social Values, Social Media, Fighting Spirit, Creativity, MSMEs Development, Digital Marketing