Strategi Pemberdayaan Umkm Lokal Di Kalangan Generasi Z Melalui Ekonomi Kreatif Pada Brand Craft Denim

Mufidah, Zanifah Aida (2025) Strategi Pemberdayaan Umkm Lokal Di Kalangan Generasi Z Melalui Ekonomi Kreatif Pada Brand Craft Denim. Undergraduate Thesis thesis, UIN. K. H. Abdurrahman Wahid Pekalongan.

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Abstract

Zanifah Aida Mufidah. Empowerment Strategies for Local MSMEs among Generation Z through the Creative Economy on the Craft Denim Brand. This research discusses the empowerment strategies of local Micro, Small, and Medium Enterprises (MSMEs) among Generation Z through the creative economy implemented by the Craft Denim brand in Pekalongan. Craft Denim is an MSME based on traditional weaving with a modern and environmentally conscious approach. The aim of this research is to analyze the concept of the creative economy, the forms of empowerment targeting Generation Z, and the empowerment strategies applied. This study employs a qualitative method with a descriptive approach to examine the empowerment strategies of local MSMEs among Generation Z through the creative economy at Craft Denim. Data were collected through observation, in-depth interviews, and documentation. Informants consisted of business owners, employees, and local community members, selected using purposive sampling techniques. Data analysis was carried out through data reduction, presentation, and conclusion drawing. Data validity was tested through source triangulation. The results show that: (1) The Craft Denim brand in Pekalongan has successfully implemented the concept of a creative economy based on the preservation of local culture, innovation, and environmental sustainability. By using Non-Machine Looms (ATBM) and natural dyes, Craft Denim not only produces goods but also passes on cultural values. (2) Empowerment of Generation Z is conducted through training, providing space for creative expression, and business collaboration that promotes economic independence. This strategy aligns with the theory of empowerment and Islamic creative economy. Craft Denim exemplifies an effective, innovative, and future-oriented community-based empowerment practice. (3) The empowerment strategy of the Craft Denim brand in Pekalongan reflects an integration of local cultural values, digital technology, and Islamic economic principles. Five main strategies are implemented: utilization of science and technology in marketing and environmentally friendly waste processing; capacity building for Generation Z through hands-on learning; sustainable management of natural resources; business network expansion through collaboration; and contributions to community welfare.

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