Enhance Empowerment And Generation Z Are Influence By Human Capital And Social Capital Through Social Media Smes Startup In Madura Indonesia

Abstract

There is a pattern of young people in the Generation Z group who very dependent on Social Media so That it will indirectly have an impact on their economic and Social life. Therefore, efforts to maintain balance in the life of Generation Z pay attention to lifestyle and stimulus to develop and be sustainable.This is closely related to human resource empowerment. The results of this study want to examine in depth the role of SMEs as drivers of the economy in Madura, Indonesia. such as in 2019 - 2020, when there was a lockdown, but SMEs were able to grow and develop. However, in 2024 - 2025, a very concerning condition emerged. Based on BPS data, it is said that the number of unemployed people has currently increased by 83 thousand people with a total of 7.2 million people. This condition may occur due to the global situation and the national economy. Not only in Indonesia. Based on CNBC data in America, currently in 2024, 700 companies have gone bankrupt. This is the highest in 14 years. So this study examines the role of human capital and social capital in relation to empowerment and Generation Z as the actor. This article observes young people from the Generation Z group, aged 14-30, who have started pioneering SMEs startups, in Madura. With correlation regretion analysis and multiple using AMOS Smart PLS in term of data processing.The result show that Generation Z and Empowerment are influenced by the skill. Knowledge, experience possessed by an individual or population and the networks of relationships among people who live and work in a particular society both directly and indirectly through startup businesses in Madura Indonesia.By understanding the lifestyle of the people, especially in Madura, they should get more portion from the Regional Government in tern of advancing the economic sector and maximizing the potential of young people in term of starting new businesses while also aligning them with their level of education.Observations on the pattern of young Generation Z and also their continued Empowerment as business actors in SMEs field which are now mushrooming in Madura.