Digital Persona, Flexible Hustle dan Exposure Anxiety pada Minat Wirausaha Digital Gen Z
DOI:
https://doi.org/10.26623/slsi.v23i4.13048Abstract
Fenomena meningkatnya ketertarikan Generasi Z terhadap kewirausahaan digital di tengah tekanan ekonomi kreatif, persaingan platform daring, dan tuntutan pencitraan diri di media sosial menunjukkan munculnya tantangan baru dalam membangun identitas dan motivasi berwirausaha digital. Penelitian ini bertujuan untuk memahami secara mendalam bagaimana digital persona, flexible hustle, dan exposure anxiety membentuk minat berwirausaha digital pada Generasi Z di Kota Blitar. Pendekatan yang digunakan adalah kualitatif interpretatif dengan desain fenomenologi, yang memungkinkan peneliti menggali makna subjektif pengalaman individu dalam konteks digital entrepreneurship. Data dikumpulkan melalui wawancara mendalam terhadap sepuluh informan yang terdiri atas pelaku dan calon wirausaha digital, kemudian dianalisis menggunakan analisis tematik berdasarkan tahapan Braun dan Clarke. Hasil penelitian mengungkapkan tiga tema utama. Pertama, digital persona yang autentik berperan sebagai modal sosial digital, membangun kepercayaan publik dan memperkuat reputasi daring yang menjadi fondasi bagi aktivitas kewirausahaan. Kedua, flexible hustle muncul sebagai strategi adaptif yang membantu Gen Z menavigasi keterbatasan pasar kerja formal melalui kreativitas, fleksibilitas waktu, dan kemampuan lintas platform digital. Ketiga, exposure anxiety menciptakan ambivalensi emosional yang, meskipun semula menekan, dapat bertransformasi menjadi motivasi reflektif untuk belajar, beradaptasi, dan meningkatkan kapasitas diri. Ketiga tema tersebut saling berinteraksi secara dinamis, membentuk pola reflektif yang memperkuat minat berwirausaha digital. Secara teoretis, penelitian ini memperluas Theory of Planned Behavior dengan menambahkan dimensi digitalitas dan dinamika psikososial khas Generasi Z. Secara praktis, hasil penelitian menegaskan pentingnya identitas digital yang autentik, fleksibilitas kerja kreatif, dan literasi emosional digital sebagai prasyarat tumbuhnya kewirausahaan muda di era ekonomi digital.
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