The rapid growth of the coffee business in Indonesia, especially in the city of Serang, has led to very fierce competition among coffee entrepreneurs. This requires coffee business owners to have the right strategy to be able to compete effectively. This study aims to analyze the influence of opportunities and challenges faced by Kopi Kenangan on the lifestyle of Gen Z in Serang City compared to other coffee shops. This research was conducted using a qualitative method to explore the perception of Gen Z towards the influence of opportunities and challenges offered by Kopi Kenangan compared to other coffee shops in Serang City. This study concludes that although Kopi Kenangan offers various competitive advantages, the existence of other coffee shops with their distinctive characteristics contributes to the diverse lifestyle choices of Gen Z in Serang City. These results are expected to provide input for coffee entrepreneurs in developing marketing strategies that are relevant to the needs and consumption trends of Gen Z.

Media social memiliki peran yang besar dalam masyarakat saat ini, termasuk dalam mengembangkan pemasaran UMKM. Tujuan dari penelitian ini adalah untuk mengetahui seberapa banyak UMKM di Kota Serang yang menggunakan platform digital sebagai strategi pemasaran. Peneliti menggunakan pendekatan studi literatur deskriptif kualitatif, dengan menganalisis literatur yang ada. Temuan penelitian menunjukkan bahwa Facebook, Instagram, YouTube, WhatsApp Business, dan TikTok adalah platform media sosial yang paling populer. Mayoritas UMKM menggunakan media social karena dapat meningkatkankesadaran merek dengan lebih mudah dan terjangkau, memberikan masukan tentang produk dan inisiatif pemasaran, serta menciptakan jaringan dengan pemasok, pesaing, dan pelanggan.

Era 5.0 marks a societal shift towards deeper integration between humans and advanced technologies such as Artificial Intelligence (AI), Internet of Things (IoT), Big Data, and cloud computing. This article investigates recent developments in digital technology supporting Era 5.0, its impact on the business world, case studies of technology implementation, and challenges faced in transitioning towards this more connected era. Technologies like AI have transformed business operations by enhancing efficiency, personalizing services, and enabling more precise decision-making. Case studies from various sectors such as automotive, healthcare, and agriculture illustrate how companies adopt and integrate Era 5.0 technologies to create added value and maintain competitiveness. Despite the immense potential of Era 5.0, challenges such as data security, implementation costs, and organizational adaptation remain key focal points in executing this transformation. By considering these factors, the article underscores the importance of cross-sector collaboration, investment in skilled human resources, and awareness of ethical considerations in addressing challenges towards a more technologically connected society.

One of the most common economic activities in the community is micro, small, and medium enterprises (MSMEs). These businesses are known for being relatively easy to develop and have the potential to strengthen a country's economy. As a source of income for most people, MSMEs are often their economic footing. Furthermore, MSMEs have the potential to compete with other businesses on an international level if they are continuously strengthened. If this is successfully achieved, it will provide a significant boost to national economic growth and support the stability of the country as a whole. The purpose of this research is to collect information about the role of contributions and obstacles faced by UNTIRTA students in an effort to encourage the economic development of MSMEs in Serang City. The research was conducted through a descriptive analysis method with a qualitative approach. To collect data, the author employed both literature study techniques and in-depth interview techniques with UNTIRTA students. The results of this study indicate that UNTIRTA students play a significant role in driving the MSME economy in Serang City. UNTIRTA students can assist in raising public awareness about the role and potential of MSMEs in Serang City. Nevertheless, further endeavors are necessary to enhance students' capacity and accessibility to requisite resources, as well as to reinforce collaboration between educational institutions, the government, and MSME stakeholders. It is anticipated that a more conducive environment for the growth and sustainability of MSMEs in Serang City can be created through close collaboration between students, educational institutions, local government, and MSME players.
 

Marketing strategy is an important component in formulating business planning for companies to be able to compete amidst tight industry competition. This study aims to identify the marketing strategies that need to be improved by PT Batik Banten Mukarnas and the level of effectiveness of their implementation. Marketing strategy is also closely related to product innovation, where PT Batik Banten Mukarnas is known to continuously introduce new works in the form of batik motifs created by local artists every year to attract consumers.This study uses a qualitative method with a case study on PT Batik Banten Mukarnas. Data was obtained through interviews and field observations. The results of this study are expected to provide input for the company to continuously improve competitiveness through strengthening marketing strategies and creativity of their batik products as a cultural heritage of the Banten region.