DETERMINANTS OF GENERATION Z'S WORK PREFERENCES IN THE SUSTAINABLE CREATIVE ECONOMY SECTOR: A STUDY ON PEKALONGAN BATIK SUBSECTOR

Batik is a part of the creative economy subsectors that has an important role in the Indonesian economy, especially for the local economy of Pekalongan City. However, currently workers in the batik industry have decreased due to the lack of interest of the younger generation, especially Generation Z to work in the batik industry. This study aims to analyze the determinants or factors that influence Generation Z's work preferences in the batik subsector of Pekalongan City by examining the variables of salary expectations, education level, supportive work environment, and flexibility of working hours. This study uses quantitative methods through a questionnaire survey to 156 respondents. Data analysis in this study used multiple linear regression to test the effect of salary expectations, education level, supportive work environment, and flexibility of working hours on work preferences. The results of this study found that salary expectations, education level, supportive work environment, and flexibility of working hours have a significant positive effect on Generation Z's work preference in the batik subsector. Therefore, the government is expected to encourage the development of the creative economy, especially batik, by making regulations that support the improvement of workers' welfare, providing technology-based training, and creating a modern and inclusive work ecosystem so as to attract Generation Z to work in the batik subsector.