A Analysis Transformational Leadership of Gen Z On BukaLapak

This study aims to explore the transformational leadership style of generation z in BukaLapak. It shows that the application of transformational approaches, including the development of a shared vision, motivation and individual development by leaders, has a positive impact on generation z's performance. The research method used is descriptive qualitative. This analysis method is by analyzing company interviews and analyzing from various sources. The results showed that the leadership applied to generation z at PT BukaLapak has been carried out well, but there are still many obstacles in dealing with the attitude of generation z so that by producing a decision that transformational leadership can be used in various types of institutions and is suitable for generation z which is generally known to have a very different way of solving problems in the workplace, such as the challenges in applying this transformational leadership style by generation z who always have their own way of working and always do things in a unique way and want to be involved in a participatory way to make decisions. With these findings, leaders and managers in marketing in a company can design more effective leadership strategies to support employee growth and productivity.