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This study aims to understand how the spirit of innovation and the meaning of entrepreneurship are constructed through the lived experiences of startup business actors in the digital economy era. Using a qualitative narrative inquiry approach within the social constructivist paradigm, this research explores how startup entrepreneurs interpret innovation, resilience in the face of failure, and social responsibility as integral parts of their entrepreneurial identity. Data were collected through in-depth interviews, non-participant observation, and document analysis of startups in the technology, education, and creative economy sectors in Indonesia. Narrative thematic analysis reveals that innovation is understood not merely as a business strategy but also as a form of self-expression and the construction of entrepreneurial identity. Failure is perceived as a reflective learning process that shapes resilience and generates new meaning in the entrepreneurial journey. Moreover, entrepreneurship is interpreted as a meaningful journey that integrates economic goals with social and moral values. The digital ecosystem functions as a social space where entrepreneurial values are negotiated, shared, and reinforced through interaction and collaboration. These findings affirm that entrepreneurship in the digital era is a social process involving creativity, ethical reflection, and sustainable innovation. Theoretically, this study contributes to expanding the understanding of entrepreneurship as a social practice, while practically emphasizing the importance of reflective learning and value awareness in building a sustainable and meaningful startup ecosystem for society.

The rapid growth of social media has created new opportunities for Generation Z entrepreneurs to build business identity and brand image through digital content. One of the most popular platforms among this generation is TikTok, a short-form video platform characterized by high interactivity and strong viral potential. TikTok is not only used as an entertainment medium but also as a strategic tool for developing business personal branding. However, the utilization of TikTok by Generation Z entrepreneurs has not yet been optimal, particularly in implementing structured and consistent content marketing strategies. This study aims to analyze the use of TikTok and content marketing strategies in building personal branding among Generation Z entrepreneurs. The research employs a descriptive qualitative method with a literature review approach, examining various academic sources, research articles, and relevant reports related to digital marketing and social media. The findings indicate that effective personal branding on TikTok is strongly influenced by the ability to create creative, authentic, informative, and audience-relevant content. In addition, consistency in content uploads and the effective use of TikTok features contribute to increased audience engagement, consumer trust, and business reach. This study is expected to provide insights and practical references for Generation Z entrepreneurs in designing effective and sustainable digital branding strategies in the creative economy era.

The revitalization of the Rukun Masyarakat (Parukmas) Market through innovative Instagrammable photo spots is a strategic effort to develop the potential for creative tourism in Yosodadi Village, Metro Timur District. The market, which previously served only as a center of local economic activity, is being revitalized into a public space-based tourist destination that is aesthetic, educational, and attractive. This transformation aims to create a new experience for visitors by presenting an engaging, thematic visual design that aligns with social media trends, particularly Instagram. This research aims to design and implement Instagrammable photo spots that can enhance the appeal of Parukmas Market and evaluate their impact on increasing visitor numbers and empowering the surrounding community economically. The research method used is participatory, involving the community, vendors, and local stakeholders in the planning, design, and construction of the facility. Evaluation is conducted through direct observation of market activities and visitor satisfaction surveys to assess responses and perceived benefits. The expected outcome of this activity is the creation of a creative space that can enhance social interaction, strengthen local identity, attract tourists, and open new business opportunities for the community, thereby strengthening the local economy and increasing vendor income.

Kampung Glam as a heritage area in Singapore faces modernization challenges that have the potential to shift local cultural identity. Service learning is applied to bridge cultural preservation efforts with community education through the collaboration of students, communities, and cultural stakeholders. The purpose of this activity is to strengthen cultural education, increase awareness of the younger generation, and support the sustainability of the creative economy based on local values. The methods used include needs mapping, collaborative solution design, implementation of cultural workshops, and sustainability evaluation. The results showed that students gained contextual experience on heritage management, while the local community was helped through educational materials, mentoring, and strengthening of cultural narratives. This activity also increases the understanding of the importance of a balance between the preservation of historical values and the development of the modern economy. In conclusion, service learning is effective as an educational approach and community empowerment in maintaining cultural identity. It is suggested that the program be continued with the development of cultural education modules and long-term partnerships to strengthen sustainability.

Kampung Glam as a heritage area in Singapore faces modernization challenges that have the potential to shift local cultural identity. Service learning is applied to bridge cultural preservation efforts with community education through the collaboration of students, communities, and cultural stakeholders. The purpose of this activity is to strengthen cultural education, increase awareness of the younger generation, and support the sustainability of the creative economy based on local values. The methods used include needs mapping, collaborative solution design, implementation of cultural workshops, and sustainability evaluation. The results showed that students gained contextual experience on heritage management, while the local community was helped through educational materials, mentoring, and strengthening of cultural narratives. This activity also increases the understanding of the importance of a balance between the preservation of historical values and the development of the modern economy. In conclusion, service learning is effective as an educational approach and community empowerment in maintaining cultural identity. It is suggested that the program be continued with the development of cultural education modules and long-term partnerships to strengthen sustainability.

This community service activity aims to optimize the utilization of woodcraft waste and broken tiles in Tamansari Village through training in briquette charcoal production and effective marketing strategies. The wood waste, which has not been optimally utilized and has become an environmental issue, is expected to be processed into high-economic-value products. The conversion of waste into briquette charcoal is expected to reduce pollution while opening up new environmentally-friendly business opportunities. The implementation method includes socialization on the potential and benefits of briquette charcoal, technical training covering material preparation, carbonization process, mixing, molding, and drying, as well as assistance with marketing strategies both offline and digitally. Participants include local residents, small business owners, and craftsmen. The expected outcomes are an increase in the community's skills in processing waste into marketable products, the growth of new businesses based on alternative energy, and increased awareness of environmentally-friendly waste management. This program is expected to make Tamansari Village a model for creative, independent, and environmentally-conscious villages with strong competitiveness in the local economy.

The development of digital technologyhas had a significant impact on education and the creative economy. The ability to processvisual designs has become an important skill for the younger generation to face thechallenges of the digital age. This community service activity aims toimprove students' digital design skills and creativity throughCanva training as a practical learning medium. The trainingwas conducted at SMAN 22 Gowa, involving six students from grades X and XI.The implementation method used an interactive workshop approach and hands-on practice(learning by doing) that emphasised project-based learning experiences. The results of the activity showed an increase in students' ability to understandthe basic principles of packaging design, apply visual elements appropriately, andproduce creative and communicative design works. This activity also fostered self-confidence,collaborative spirit, and awareness of the importance of digital literacy. Thus, this training successfully contributed positively to thedevelopment of creative skills and the readiness of students to face the world ofentrepreneurship and technology-based creative industries (Bell, 2010; Guo et al.,2020; Supriyadi, 2023; Wicaksono & Indriani, 2022).

The development of digital technologyhas had a significant impact on education and the creative economy. The ability to processvisual designs has become an important skill for the younger generation to face thechallenges of the digital age. This community service activity aims toimprove students' digital design skills and creativity throughCanva training as a practical learning medium. The trainingwas conducted at SMAN 22 Gowa, involving six students from grades X and XI.The implementation method used an interactive workshop approach and hands-on practice(learning by doing) that emphasised project-based learning experiences. The results of the activity showed an increase in students' ability to understandthe basic principles of packaging design, apply visual elements appropriately, andproduce creative and communicative design works. This activity also fostered self-confidence,collaborative spirit, and awareness of the importance of digital literacy. Thus, this training successfully contributed positively to thedevelopment of creative skills and the readiness of students to face the world ofentrepreneurship and technology-based creative industries (Bell, 2010; Guo et al.,2020; Supriyadi, 2023; Wicaksono & Indriani, 2022).

This study examines the influence of digital marketing strategies, including Content Marketing, Influencer Marketing, and Community Marketing, on Brand Awareness within the e-sports industry. Alongside the rapid growth of the e-sports sector both globally and in Indonesia, effective digital marketing has become essential for brands to enhance visibility and audience engagement. Employing a quantitative research design, data were collected through an online questionnaire distributed to 200 respondents and analyzed using SmartPLS version 4.1.1.2. The analysis results show that the research model achieved an Adjusted R-Square value of 0.752, indicating that the independent variables were able to explain 75.2% of the variance in Brand Awareness. The findings further reveal that Content Marketing, Influencer Marketing, and Community Marketing all have a significant positive effect on Brand Awareness, underscoring their critical role in shaping consumer perception and engagement. These results highlight the importance of integrated digital marketing strategies in building strong brand recognition, fostering community interaction, and enhancing consumer loyalty in the highly competitive e-sports landscape. By leveraging these strategies, companies can not only strengthen their market position but also create deeper relationships with e-sports fans. This study contributes to the growing body of literature on digital marketing within the creative economy and offers practical insights for marketers seeking to develop targeted and effective promotional strategies in the dynamic e-sports environment.

Micro, Small, and Medium Enterprises (MSMEs) are a major pillar of the national economy, but Rengginang MSMEs in Dolok Kahean Village face challenges adapting to the digital era, characterized by limited market reach through traditional methods and minimal product exposure due to not utilizing digital media. In fact, a digital presence is crucial for achieving positive benefits such as higher income. The main objective of this community service is to provide intensive assistance in implementing digital marketing strategies for Rengginang MSMEs. The implementation method is based on the principle of Participation with a Participatory Action Research (PAR) approach. Concrete actions include intensive Capacity Building Training on digital marketing fundamentals, branding strategies, and product photography techniques, followed by direct assistance in creating and managing social media accounts. The results of the community service demonstrate the successful transformation of Rengginang MSMEs into digitally literate MSMEs. Key achievements include increasing partner digital capacity, activating new digital marketing channels, and strengthening product visual branding. Evaluation through FGDs confirms that this implementation triggers a significant expansion of market reach beyond village boundaries and increased consumer awareness. The conclusion confirms that intensive mentoring is a vital strategy to bridge the digital divide at the village level, thereby effectively supporting the development of the local creative economy and accelerating economic growth.

A digital marketing mentoring program is an effective strategy for increasing the competitiveness of micro, small, and medium enterprises (MSMEs) in the digital economy era. The objective of this community service activity is to strengthen the marketing of the Permata Chips MSME through the utilization of social media, creative content production, and optimization of consistently scheduled online promotions. The methods used in implementing this program include training, direct mentoring, and content implementation to support online promotional activities. Results show a significant increase in promotional reach, more active customer interaction, improved brand perception, and increased transactions and repeat purchases. The implementation of digital marketing also provides benefits in the form of broader market expansion across regions and efficiency in the product offering process. This program is expected to become a model of capacity-based mentoring that can be replicated by other MSMEs, with implications for strengthening marketing accountability and the future sustainability of MSME businesses.

Ngarip Village, Ulubelu District, is one of the coffee-producing areas in Tanggamus Regency. Some residents process the harvested coffee into various micro, small and medium enterprises (MSME) products. This activity produces a byproduct in the form of coffee grounds. Coffee grounds have characteristics that allow them to be processed into products with utility and economic value. This community service activity aims to provide knowledge and skills to the Ngarip Village community on how to process coffee grounds into aromatherapy candles that are attractive, useful, and have the potential to be developed as a creative economy product. The implementation method includes literature studies, field observations, preparation of tools and materials, and socialization and training that includes material presentations, discussions, demonstrations, hands-on practice, and documentation. This training provides knowledge on the concept of 3R-based waste management and techniques for making aromatherapy candles using coffee grounds as an additional ingredient. The implementation results showed that participants were able to understand the process of making aromatherapy candles, from drying coffee grounds, melting wax, mixing ingredients, to the molding stage. Participants also gained knowledge about the benefits of aromatherapy candles for health, the environment, and their economic potential. This training can improve the community's ability to process waste into useful products, while also opening up sustainable home business opportunities. Overall, this activity has a positive impact on increasing public insight, creativity, and awareness regarding organic waste management, as well as encouraging innovations that support local economic independence.

This study aims to analyze the role of TikTok as a digital marketing tool in increasing the number of streams and musicians' income, with a case study of the viralization of the song "Mangu" by Fourtwnty. Using a qualitative approach with a case study method, this study explores the dynamics of the virality of music content on the TikTok platform and its impact on the digital music ecosystem. The results show that the virality of songs is not solely triggered by algorithms, but also by the power of emotional narratives, the relevance of lyrics to the user experience, and the active participation of the audience in the form of production. This phenomenon is driving cross-platform conversions, where TikTok users are switching to streaming services such as Spotify and YouTube, thereby increasing digital royalties and opening up live performance opportunities for musicians. Organic marketing strategies based on audience engagement have proven to be effective in creating broad and sustainable exposure, especially among the digital native generation. This research confirms that TikTok is not only an entertainment platform, but also a strategic medium in building music branding and monetizing works creatively. These findings provide important implications for independent musicians and the music industry in designing adaptive and participatory promotional strategies in an increasingly competitive digital economy.

This community service program was conducted in Manarap Baru Village, Banjar Regency, South Kalimantan, focusing on the utilization of rice husks as a planting medium to promote creative economic development. The background of this initiative stems from the local soil conditions, which are predominantly fill soil and swamp, making it less suitable for plant cultivation. Additionally, the community—especially housewives—faces limited knowledge and resources in processing agricultural waste into economically valuable products. The implementation methods included preliminary surveys, socialization, educational outreach, hands-on practice, and evaluation. The materials delivered covered the benefits of rice husks as planting media and compost, techniques for converting husks into charcoal, and business opportunities derived from processed husk products.The results of the program showed a significant improvement in participants' understanding of independent planting media and compost production, reduced reliance on commercial products, and the emergence of new business opportunities that support sustainable agriculture.

This community service program aims to enhance entrepreneurial competence and creativity among vocational high school (SMK) students at Yayasan Al Kahfi  through a culinary business development and mentoring program. The activities focus on two key components: (1) operational business mentoring emphasizing basic food safety and production efficiency, and (2) a digital marketing workshop that trains students to create short promotional content for social media platforms. The study employs a qualitative descriptive approach through participatory observation, in-depth interviews, and documentation. The results indicate a significant improvement in students’ understanding of food safety principles, culinary product innovation, and creative digital marketing skills. Furthermore, the program encourages students to develop an adaptive entrepreneurial mindset aligned with technological and market changes in the digital era. Collaboration between lecturers, vocational teachers, and students plays a crucial role in ensuring program sustainability and integrating the outcomes into the entrepreneurship curriculum. Overall, this program contributes to nurturing a generation of vocational youth who are independent, innovative, and ready to become entrepreneurs in the digital economy.

This study aims to identify the types of products or creative works produced by Indonesia’s golden generation in the context of developing a talent-based creative economy in the digital era. A talent-based economy refers to an economic model that leverages individual skills, creativity, and innovation as the main capital for generating economic value. Using a literature review approach, this research analyzes the implementation of a talent- driven creative economy, particularly how the youth especially Gen Z and millennials produce various digital outputs such as illustrations, animations, educational applications, video content, NFTs, and social media-based e-commerce products. This implementation reflects the integration of individual creativity with digital technology utilization, aligning with core 21st-century skills such as critical thinking, collaboration, communication, and digital literacy. The findings reveal that the creative economy contributes not only to cultural and artistic sectors but also to real economic sectors such as digital MSMEs, content industries, educational technology (edutech), and the broader digital economy. These insights show that with the support of digital infrastructure, technological literacy, and affirmative policies, the golden generation can foster innovation with economic value while enhancing national competitiveness amid global transformation toward Indonesia Emas 2045.

Limited digital literacy remains a challenge for micro, small, and medium enterprises (MSMEs) in utilizing social media as a marketing tool. MSMEs TSB LURE in Bangka Kota Village, South Bangka Regency, face problems in expanding their market reach because their marketing strategies are still conventional. This community service activity aims to improve the digital marketing capacity of MSMEs through the use of the TikTok platform. The method used is Participatory Action Research (PAR), which actively involves partners in every stage of the activity, from problem identification, digital literacy training, content production assistance, to the implementation of TikTok Shop with the yellow basket feature. The results of the activity showed significant improvements, namely an increase in followers from 15 to 245, an increase in promotional content from 0 to 12, audience interaction reaching more than 350, and 65 clicks on the yellow basket. These achievements not only increased product visibility but also fostered social change in the form of the emergence of creative youth groups, local leaders from SME actors, and new awareness about the use of digital technology in supporting the local creative economy.

Community Service Program (KKN) is one of the forms of community service carried out by university students. The purpose of KKN activities is to apply the knowledge and skills possessed by students in helping to solve problems faced by the community in the KKN area. Simpang Rimba Village, located in Simpang Rimba District, is one of the locations where KKN is implemented by students. The focus of KKN activities in Simpang Rimba Village is on four main aspects: Legal Empowerment, Economic Empowerment, Food Security, and Creative Economy. The method used in this research is observation and field study, conducted directly on site, and categorized as descriptive qualitative research. The results of the KKN implementation in Simpang Rimba Village show that the programs carried out can improve the knowledge and skills of the local community. Furthermore, KKN activities can also foster leadership, independence, and student awareness of the issues faced by the community.

Community service activities through Pertiba University's Field Study Program (KKN) in Delas Village, Air Gegas Subdistrict, South Bangka Regency were carried out to raise legal awareness, strengthen food security, and develop a creative economy based on local potential. The methods used included legal socialization, education in schools, assistance with the digitization of MSMEs, chili and celery horticulture, turmeric and tamarind herbal medicine workshops, social services, and collaboration with Posyandu and the private sector. The results of the activities showed an increase in the community's understanding of law and the digital economy, an increase in skills in processing local products, and the emergence of motivation to develop household food security. This activity successfully strengthened the synergy between students, the community, the village government, and external partners. In conclusion, the program's objectives were achieved by providing positive impacts in the form of increased legal literacy, food self-sufficiency, and the strengthening of the creative economy in Delas Village.

Micro, Small, and Medium Enterprises (MSMEs) play a vital role in the economy by creating jobs, reducing poverty, and contributing to the Gross Domestic Product (GDP). However, many MSMEs still struggle to market their products effectively. Limited capital, workforce, and access to promotional media lead them to rely on conventional methods such as print advertising, with minimal use of digital platforms. These limitations hinder their ability to reach wider markets and compete effectively at both local and national levels. Furthermore, differences in approach between MSMEs and large companies influence their marketing strategies. MSMEs often prioritize social networks and personal relationships over structured and systematic marketing plans. As a result, traditional methods are insufficient to face increasing competition and shifts in consumer behavior. Therefore, research was conducted on more innovative, creative, and adaptive marketing strategies for Ubay Singkong Keju MSMEs so that they could survive and thrive amid the ever-changing market dynamics.