PURPOSE: This study explores the role of Green Blue Ocean Strategy (GBOS) in promoting frugal innovation by leveraging IoT and AI from an RBV theoretical perspective, targeting creative entrepreneurs in Central Java, Indonesia. METHODOLOGY: A quantitative approach was used, with Structural Equation Modelling (SEM) analyzed via AMOS. Data from 262 creative entrepreneurs were collected through an online closed questionnaire using purposive sampling. FINDINGS: The study reveals that (1) IoT does not significantly impact frugal innovation, (2) AI positively influences frugal innovation, and (3) GBOS effectively mediates the relationship between IoT, AI, and frugal innovation, suggesting that integrating sustainable strategies with technology can lead to more cost-effective and inclusive innovations. IMPLICATIONS for theory and practice: The study extends the RBV framework by integrating the GBOS concept, demonstrating its effectiveness in optimizing digital technology for sustainability-driven innovation. It contributes to the literature on sustainability strategies and the Resource-Based View by introducing a novel theoretical model that links GBOS, IoT, and AI with frugal innovation. Practically, GBOS offers a pathway for creative entrepreneurs to overcome resource constraints and achieve competitive advantages through sustainable practices. ORIGINALITY AND VALUE: This study introduces Green Blue Ocean Strategy (GBOS) as a novel conceptual framework that extends the traditional Blue Ocean Strategy (BOS) by integrating sustainability principles. GBOS addresses both economic and environmental concerns, enabling businesses to achieve cost-effective innovation. Grounded in the Resource-Based View (RBV), this study systematically develops and empirically tests GBOS by linking it with IoT, AI, and frugal innovation. The framework offers a new lens for sustainable competitive advantage in resource-constrained environments.

Research aim : This study aims to test soft skills and hard skills and competencies to determine job readiness in the industrial era 4.0 in generation z students at public and private universities in the city of Semarang. Design/Methode/Approach : The sample technique used was proportional random sampling. Data collected using a survey method using a questionnaire. This study uses Structural Equation Modeling (SEM) data analysis techniques which are operated using the AMOS 24 program. Research Finding : Hard Skills have a direct effect on Work Readiness in the industrial era 4.0. 2) Soft Skills have a direct effect on Work Readiness in the industrial era 4.0. 3) Hard Skills have no effect on Work Readiness in the industrial era 4.0 through Competence as a mediating variable. 4) Soft Skills have an indirect effect on work readiness in the industrial era 4.0 through competence as a mediating variable. Theoretical contribution/Originality : Generation Z students can be well received in the world of work, and are able to succeed in the world of work, apart from the hard skills they have, of course from the soft skills they have. Practitionel/Policy implication : The practical implications of this research have the potential to prove that high curiosity in seeking knowledge, experience and enthusiasm is important to compete in preparing to work in the industrial era 4.0. Research limitation : This research was only conducted by students in the city of Semarang and research is still limited to a short time or data using cross-sectional data.

This research addresses the inconsistencies in findings related to celebrity endorsers, brand image, and trust level that influence buying interest to drive purchase decisions for the 3Second brand product. The role of buying interest represents a novel aspect of this study, further explored through the Theory of Planned Behavior (TPB) and the Theory of Reasoned Action (TRA). A quantitative approach involved 100 respondents using the 3Second brand products across Central Java, Indonesia. Data analysis was conducted using SEM-PLS software to develop a structural theory by exploring the relationships between constructs based on TRA and TPB theories. The findings indicate that buying interest significantly contributes, directly and indirectly, to leverage consumer behaviour in making purchase decisions influenced by celebrity endorsers, brand image, and trust level. Additionally, the theoretical implications of TRA and TPB highlight that these theories primarily assume individuals are rational in considering their actions and the implications of those actions.

The level of productivity should be increased and maintained to sustain the success of micro, small and medium enterprises (MSMEs). Furthermore, entrepreneurial resilience requires advanced technological innovation capabilities to avoid continual external disasters. Therefore, this research explores the connection between entrepreneurial resilience, disaster-resilient MSMEs, and new ideas on complex technical innovations to modulate entrepreneurship. Partial Least Squares are used to process 177 MSMEs respondents in Central Java, Indonesia and the findings successfully bridged the gap between entrepreneurial resilience and disaster-resistant MSMEs. The is mediated by sophisticated technology innovation capability. Furthermore, corporate owners and managers are concerned with the ongoing adaptation and creation of complicated technologies concerning sophisticated innovation capabilities. These findings indicate that entrepreneurial resilience contributes to sophisticated technological innovation capability. The findings also show that entrepreneurial resilience contributes to disaster-resilient MSMEs and demonstrate the importance of understanding how entrepreneurs survive during conditions of uncertainty. This theoretical conclusion gives rise to a new competitive resource advantage theory perspective in which sophisticated technology's inventive capacities might be strengthened when entrepreneurial resilience is stronger. The entrepreneurial resilience can improve when corporate organizations or MSMEs players have advanced technical resource capabilities.

To be more competitive, the growth of the creative economy requires customer interaction. This necessitates the use of social media marketing as an efficient marketing platform for products or services based on the existing brand image. The purpose of this study was to examine the role of customer engagement in mediating brand image from relational social media marketing, as well as the role of brand image in mediating consumer engagement from relational social media marketing. The sampling approach is probability sampling, and the method is quantitative. With the sampling approach used, simple random sampling through the distribution of questionnaires, data was collected from 100 respondents. The results of the data analysis were then processed using SPSS 25 software. According to the findings of this investigation, the mediation function is important.

Purpose – This study aims to explore a new model concept finding that can bridge the research gap of halal literacy relationships, brand management skills that are centralized to religio-centric product strategies and the commitment to diversity as a function of moderation. Design/methodology/approach – Quantitative methods were used to collect data from a total of 186 respondents with PLS-SEM, instruments used with questionnaires and interviews taken randomly from a population of 320 spread across the island of Java. Findings – This concept is a novelty in efforts to improve business performance based on the religious nature of centrists in determining product strategies. Furthermore, the growth of product brand innovation is increasingly dynamic, demanding the participation of religion in leading competitive brands and the dissemination of halal literacy Research limitations/implications – In the meantime, in-depth research has not yet been carried out on other dimensions of the function of the previous variable religio-centric product strategy, such as halal marketing innovation capabilities and information technology configuration of halal product literacy. Practical implications – the application of a religion-centred marketing strategy is the company's ability to provide innovation in product strategy decisions that are committed to religious values and can be leveraged in current market understanding and future market forecasts. For stakeholders, this is a new faith-based business opportunity that can open up new segments in heterogeneous market demands. Originality/value – To contribute ideas for knowledge about religious-product strategies and the ability of MSME businesses to spread the importance of halal brand products to customers and through attention on innovation strategies of customer religiosity product needs that are oriented to the needs of halal products customers.