Entrepreneurial interest towards clothing business (Case study toward kebaya and kamen)

This study aims to analyze the entrepreneurial interests toward clothing business, with kebaya and kamen business as case study. This is a descriptive research with qualitative approach. The sample consisted of students from the sixth semester of the Hospitality Management Study Program. Data was collected through observation, interviews, and documentation. The data analysis technique used was data reduction, data display, and conclusion drawing/verification. The result showed generation Z students have a high interest in developing clothing businesses, particularly in kebaya and kamen. They tend to utilize social media platforms as their business platforms and focus on providing positive customer experiences to build customer loyalty. The students also make creative and unique marketing strategies to increase brand awareness and expand their customer base. However, they face obstacles such as intense competition, lack of information, resources and support systems. The main issue is to motivate themselves to be consistent and disciplined in work, and to establish good cooperation.