INOVASI KEWIRAUSAHAAN MAHASISWA DALAM MOMENTUM RAMADHAN: PERSPEKTIF PENDIDIKAN DAN DIGITALISASI BISNIS

Sukni Larasati; Rendi Tri Shafutra; Rolensa Nur Wulandari Dewi; Asmadi Syahputra; Yogi Renaldi Saputra; Uswatun Hasanah

doi:10.36835/jipi.v23i3.274

Authors

Sukni Larasati Universitas Islam Negeri Fatmawati Sukarno Bengkulu
Rendi Tri Shafutra Universitas Islam Negeri Fatmawati Sukarno Bengkulu
Rolensa Nur Wulandari Dewi Universitas Islam Negeri Fatmawati Sukarno Bengkulu
Asmadi Syahputra Universitas Islam Negeri Fatmawati Sukarno Bengkulu
Yogi Renaldi Saputra Universitas Islam Negeri Fatmawati Sukarno Bengkulu
Uswatun Hasanah Universitas Islam Negeri Fatmawati Sukarno Bengkulu

DOI:

https://doi.org/10.36835/jipi.v23i3.274

Keywords:

creativity, young entrepreneurs, ramadhan

Abstract

This study aims to explore the creativity of young entrepreneurs in facing business competition during the month of Ramadan. Using qualitative analysis methods, this study analyzes various strategies implemented by young entrepreneurs in optimizing market opportunities during the holy month of Ramadan. Data were obtained through in-depth interviews, observations, and documentation of several young entrepreneurs. The results of the study show that young entrepreneurs rely on product innovation, digital promotion through social media, cross-brand collaboration, and operational adjustments to deal with spikes in demand. In addition, thematic promo offers that are in accordance with the characteristics of Ramadan, such as discounts and cashback, also strengthen consumer appeal. Creativity and adaptability are the main keys for young entrepreneurs to survive and thrive amidst increasingly fierce competition. This study provides insight into the importance of innovation and flexibility in running a business during the month of Ramadan

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