The digital transformation of the creative economy has presented Indonesia with a unique set of challenges and opportunities, demanding innovative governance strategies to navigate this dynamic landscape. This research focuses on the nuanced governance mechanisms employed by the Indonesian government to foster, regulate, and harness the full potential of its digital creative economy. Utilizing a qualitative methodology, this study investigates the experiences, perspectives, and actions of key governmental actors, policymakers, and stakeholders. Semi-structured interviews and document analysis reveal the intricate interplay between government policies and civil servants in Indonesia that takes place in order to manage the creative economy in this developing country. The findings shed light on the adaptive strategies and policies implicated in the creative economy, providing insights into the understanding and collaboration between civil servants that can inform not only Indonesia, but also other nations seeking to harness the transformative power of this rapidly evolving sector. This research contributes to a deeper understanding of the complex relationship between governance and the creative economy, highlighting the need for a digital innovation co-creation scheme by which civil servants can navigate the digital age of creative industries.

Vocational high school (VHS) is a formal education designed to equip students with ready-to-use industrial skills upon graduation. However, its graduates continue to dominate the Open Unemployment Rate, despite the Indonesian government’s efforts to incorporate entrepreneurship education into the VHS curriculum. The premise of education as a service with students as the customers has inspired this research to study the phenomena of entrepreneurship education in VHS from the Service–Dominant Logic perspective. This study aimed to investigate the direct effect of students’ value co-creation on their entrepreneurial intention and the mediating role of the quality and satisfaction of entrepreneurship education. The PLS-SEM method was applied to analyze 202 samples of VHS students from 13 administrative regions within West Java Province, Indonesia. It was found that students’ value co-creation in entrepreneurship education significantly affected the education quality and students’ entrepreneurial intention. However, the mediating role of students’ satisfaction was significantly influenced by education quality and value co-creation only, while satisfaction itself could not influence entrepreneurial intention. These findings are expected to be considered by the government and VHS to further involve the students in value co-creation since it can enhance the quality of entrepreneurship education and, thus, students’ interest in becoming entrepreneurs. The results of this study are committed towards the SDG 4 and 8’s initiatives to provide quality education in order to boost entrepreneurship for economic growth.

In this chapter, we examine the critical role that sustainability plays in modern marketing strategies, driven by consumer awareness and regulatory requirements. The study examines how businesses are integrating eco-friendly practices to enhance their brand reputations and ensure long-term viability, including reducing carbon emissions. Companies that use green marketing improve their market position by strengthening their relationships with environmentally sensitive consumers and adhering to rules. In order to build consumer loyalty and trust, the research also highlights the significance of environmental stewardship, social responsibility, and transparency in marketing. According to the findings, successful green marketing techniques have a big influence on consumer behaviour, which boosts advocacy and brand loyalty. It is advised that sustainability initiatives be regularly highlighted through transparent and lucid communication through a variety of channels, that consumers be educated about the environmental advantages of eco-friendly products, and that interactive experiences that fully immerse customers in the brand’s sustainable objectives be developed. The chapter also recommends that companies concentrate on long-term involvement by offering post-purchase assistance and fostering a community around common interest.

This research explores the prospective adoption of Virtual Reality technologies in the Indonesian consumer market by identifying key factors and constructs that influence the consumer adoption in Indonesia. The study considers the successful efforts of Virtual Reality technology manufacturers to create consumer-level hardware within the price range of household electronic devices. In this case, we measure the willingness of the Indonesian mass consumer market to adopt this technology. Quantitative survey analyzed using the combined framework of Diffusion of Innovation Theory and Technology Acceptance Model is used for this study. The study concludes that Observability and Social Influence are the major factors of new technology adoption in the Indonesian consumer market, among others. In general, Indonesia consumer market has good attitude towards future Virtual Reality technology adoption. Therefore, it is recommended that any attempts to capture the Indonesian market by Virtual Reality manufacturers consider these factors. A Go-To-Market strategy applying the learnings from this study is also provided within this study.

This study examines business model innovation for Deadhead Tattoo Studio, a female-friendly tattoo studio in Bandung, Indonesia, leveraging the Ten Types of Innovation framework—a novel approach compared to prior studies focusing solely on operational or branding improvements in the tattoo industry (e.g., Due Hatue and Tatutatu’s diversification tactics). While existing research highlights competitive strategies like merchandise and partnerships, this work uniquely integrates the Ansoff Matrix’s Product Development quadrant with the Ten Types of Innovation to systematically identify untapped revenue streams while preserving Deadhead’s core brand identity. Through SWOT analysis, competitor benchmarking (e.g., StabLab’s decentralized management, Rowawi Clinic’s bundled pricing), and semi-structured interviews with stakeholders, the study reveals that Deadhead can enhance sustainability by introducing bundled pricing, flash design books, and piercing services—innovations not yet explored in Bandung’s tattoo market. The findings demonstrate how creative SMEs can balance artistic integrity with scalable growth, contrasting with broader industry studies that prioritize expansion over niche positioning. Key implications include a structured Business Model Canvas for implementation and a call for future research on quantifying the impact of diversification in localized creative sectors. This research contributes to niche literature by merging strategic frameworks to address the unique challenges of tattoo studios, offering a replicable model for similar businesses in emerging markets.

The creative industry in Indonesia is a strategic sector that contributes greatly to national economic growth. However, understanding of the key factors driving business success in this sector is still limited, especially when it comes to individual characteristics and business model innovation. This study aims to analyze the influence of creativity, proactive personality, and entrepreneurial orientation on the business performance of the creative industry, as well as assess the role of business model innovation. This study uses a quantitative approach with a survey method of 414 small business actors in the Indonesian creative industry sector. The data was analyzed using the Structural Equation Modelling- Partial Least Squares (SEM-PLS) method. The results show that creativity, proactive personality, and entrepreneurial orientation have a significant effect on business performance, while business model innovation does not show a significant influence. These findings indicate the importance of developing individual characteristics in improving the performance of creative businesses. In conclusion, the success of creative businesses is determined more by individual internal factors than by structural approaches such as business model innovation, especially in the context of uncertainty, such as the pandemic. This research provides theoretical contributions in the context of developing countries and practical implications for entrepreneurship development policies.