Eksistensi Generasi Millenial dalam Berwirausaha di Era Digital (Studi Kasus Online Shop Denia Donuts Palembang)

  • Depi Kurniati Program Pascasarjana, UIN Maulana Malik Ibrahim Malang
Keywords: Millennial Generation, Entrepreneurship, Digital Era and Social Media


The development of technology and access of  information that is not limited to changing the perspective also provides opportunities for millennial generations to be able to develop various technology-based businesses. So they are demanded to be able to seize these opportunities. This study aims to determined the used of Social Media by Millennials and the challenges of Business in the Social Media Era. This research was a qualitative research with case study method. Data collection techniques used observation and interviews. As for data analysis, namely qualitative data analysis used the Miles and Hubbermen models which consist of three steps, namely data reduction, data presentation, drawing conclusions or verification. The results of this study indicated the use of social media by Denia Donuts is relatively large. In the aspect of utilizing social media as a means of interaction with consumers comes first with a percentage of 24.8% and the smallest indicator is the use of social media to find out about the quality of similar products with a percentage of 10.5%. As for several factors that determine the high success of the use of social media by Denia Donuts as a means of influencers, online motorcycle taxi users, and channels such as Facebook, Instagram and WhatsApp. While business challenges in the era of social media are changing consumer desires, high competition and consumer testimonials



Deal, J., Altman , D., & Rogerlberg, S. (2020). Millenials at work: what we know and whar we need to do (If anything). journal of business & psychology, 191-199.

Hemalia. (2018). Pengaruh E-Commerce Terhadap Peningkatan Pendapatan Usaha Mikro Kecil Dan Menengah Di Kota Padang. JEBI (Jurnal Ekonomi dan Bisnis Islam) - Volume 3, Nomor 2, 237-246.

Kotler, P., & Keller, L. K. (2009). Manajemen Pemasaran. Edisi13 jilid 1. Jakarta: Erlangga.

Luhan, M. (1962). The Gutenberg Galaxy: The Making of Typographic Man . University Of Toronto Press.

Matulich, papp, & Murrian. (2010). Continous Improvement With Teaching Innovation: A Requirement For Today's Learners. journal of technology research.

Moppanga, H. (2015). Studi Kasus Pengembangan Wirausaha Berbasis Tekhnologi (Technopreneurship) di Gorontalo. Journal Trikonomika .

Purnomo, R. A. (2016). Ekonomi Kreatif Pilar Pembangunan Indonesia. Surakarta: Ziyad Visi Media.

Rahima, P. (2018). Pengaruh Celebrity Endorser di Media sosial instagram dalam promosi produk hijab terhadap minat beli konsumen (Studi kasus pada akun instagram @wiriamaeazzahra ). Seminar Nasional dan Call for Paper:Manajemen, Akuntansi dan Perbankkan , 50-60.

Sumiaty, N. (2019). Pemanfaatan Media Sosial Dalam Kewirausahaan Pada Generasi Millenial. Jurnal Sosial dan Politik, 107-118.

Tri, N. H., & Wiparja, A. (2018). Pengaruh Influencer Marketing sebagai Strategi Pemasaran Digital Era Modern (Sebuah Studi Literatur). Jurnal EKSEKUTIF. Vol. 15, No. 1, 133-146.

Zukhrufani, A. (2019). The Effect Of Beauty Influencer, Lifestyle, Brand Image And Halal Labelization Towards Halal Cosmetical Purchasing Decisions. Jebis: Jurnal Ekonomi dan Bisnis Islam Vol. 5, No.2, 168 - 180.