PEMBERDAYAAN EKRAF UNTUK MENINGKATKAN NILAI WIRAUSAHA UMKM

Micro, Small, and Medium Enterprises (MSMEs) play a vital role in Indonesia's economic development, contributing more than 60% to the Gross Domestic Product (GDP) and employing approximately 97% of the national workforce. However, MSMEs continue to face significant challenges, particularly in product value addition and marketing innovation. This study investigates the role of the creative economy in empowering MSMEs through strategic initiatives facilitated by the Integrated Business Service Center for Cooperatives and MSMEs (PLUT-KUMKM). The creative economy—centered on creativity, skills, and intellectual property—offers transformative potential for enhancing MSME competitiveness in the digital era. Through training, mentoring, and cross-sector collaboration, PLUT-KUMKM serves as a hub for fostering innovation and business sustainability among MSME actors. The findings suggest that creative economy-based empowerment improves MSME capabilities in digital marketing, branding, and product innovation, thereby contributing to the development of an inclusive and innovation-driven local economy.