Sianturi, Angelia Agustina (2025) Pengaruh Strategi Bisnis, Inovasi, dan Pengambilan Keputusan Terhadap Keberlanjutan Usaha Generasi Z di Era Digital (Studi pada Mahasiswa FISIBPOL UPN Veteran Jawa Timur Angkatan 2022). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The development of the digital era has driven increased business activity among Generation Z, but many businesses still stagnate due to a lack of business strategy, innovation, and appropriate decision-making. This study aims to analyze the influence of business strategy, innovation, and decision-making on the sustainability of Generation Z businesses in the digital era, by studying students of the Faculty of Social and Political Sciences, UPN "Veteran" East Java, class of 2022. This study used a quantitative method with an associative approach, involving 150 respondents selected through purposive sampling, with data collection using an online questionnaire. The R² coefficient of determination test indicates that the three variables contribute 0.191 (19.1%). The results of the study indicate that business strategy, innovation, and decision-making simultaneously have a significant influence on business sustainability, with business strategy as the most dominant variable. The conclusion of this study confirms that the sustainability of Generation Z businesses is influenced by the quality of business strategy, innovation, and decision-making, so that adaptive strategies, continuous innovation, and information-based decision-making are needed to support business sustainability.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Angelia Agustina Sianturi | ||||||||
| Date Deposited: | 26 May 2026 01:48 | ||||||||
| Last Modified: | 26 May 2026 04:20 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52620 |
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