PERAN GEN Z DALAM FESTIVAL ERAU KESULTANAN KUTAI ING MARTADIPURA TAHUN 2024 

THE ROLE OF GEN Z IN THE 2024 ERAU FESTIVAL OF THE

KUTAI ING MARTADIPURA SULTANATE

Penelitian ini bertujuan untuk menganalisis peran Generasi Z

sebagai digital marketer dan konsumen aktif terhadap peningkatan

perputaran transaksi ekonomi pada Festival Erau Kesultanan Kutai Ing

Martadipura di Tenggarong, Kalimantan Timur. Fenomena ini menarik

karena Festival Erau tidak hanya menjadi sarana pelestarian budaya,

tetapi juga pendorong ekonomi lokal melalui partisipasi masyarakat,

khususnya generasi muda. Penelitian ini menggunakan pendekatan

campuran (mixed methods) dengan desain explanatory sequential, yang

menggabungkan analisis kuantitatif dan kualitatif. Data primer

dikumpulkan melalui survei terhadap 272 responden Generasi Z dengan

teknik purposive dan quota sampling. Analisis data dilakukan

menggunakan metode regresi linier berganda (OLS) dengan bantuan

SPSS. Hasil penelitian menunjukkan bahwa variabel Digital Marketer (B

= 0,294; p < 0,001) dan Konsumen Aktif (B = 0,234; p <

0,001) berpengaruh positif dan signifikan terhadap perputaran transaksi

ekonomi, dengan nilai R² sebesar 0,561. Artinya, 56,1% variasi

perputaran transaksi dapat dijelaskan oleh peran Generasi Z, sedangkan

sisanya dipengaruhi oleh faktor lain seperti dukungan pemerintah dan

daya tarik budaya. Temuan ini menegaskan bahwa Generasi Z berperan

strategis dalam memperkuat ekonomi kreatif berbasis budaya melalui

aktivitas digital dan konsumsi langsung. Oleh karena itu, diperlukan

kebijakan yang mendorong kolaborasi antara pemerintah daerah,

Kesultanan Kutai, dan komunitas Generasi Z dalam pengembangan

promosi digital, pelatihan pemasaran kreatif, serta fasilitasi ekonomi

budaya yang berkelanjutan.

This study aims to analyze the role of Generation Z as digital

marketers and active consumers in increasing the turnover of economic

transactions at the Erau Festival of the Kutai Ing Martadipura Sultanate

in Tenggarong, East Kalimantan. This phenomenon is interesting

because the Erau Festival is not only a means of cultural preservation, but

also a driver of the local economy through community participation,

especially the younger generation. This study uses a mixed methods

approach with a sequential explanatory design, which combines

quantitative and qualitative analysis. Primary data was collected through

a survey of 272 Generation Z respondents using purposive and quota

sampling techniques. Data analysis was carried out using multiple linear

regression (OLS) method with the help of SPSS. The results showed that

the variables Digital Marketer (B = 0.294; p < 0.001) and Active

Consumer (B = 0.234; p < 0.001) had a positive and significant effect on

the turnover of economic transactions, with an R² value of 0.561. This

means that 56.1% of transaction turnover variations can be explained by

the role of Generation Z, while the rest are influenced by other factors such

as government support and cultural appeal. These findings confirm that

Generation Z plays a strategic role in strengthening the culture-based

creative economy through digital activities and direct consumption.

Therefore, policies are needed that encourage collaboration between the

local government, the Sultanate of Kutai, and the Generation Z

community in the development of digital promotion, creative marketing

training, and sustainable cultural economic facilitation.