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Abstract

Purpose: This study examines the influence of digital creativity strategies and work ethic on the performance of Gen Z student entrepreneurs in online businesses at Muhammadiyah University of Surakarta (UMS) and Sebelas Maret University (UNS), with a focus on engagement and business sustainability in digital markets.


Research Method: A qualitative case study design was applied. Data were collected from 12 purposively selected student entrepreneurs through semi-structured interviews and three-month observations of their activity on Instagram and TikTok. Data were analyzed using the Miles and Huberman model with triangulation for validity.


Results and Discussion: Findings show that digital creativity is reflected in trend-based content, storytelling, and short videos, while work ethic is shown through discipline, responsibility, and time management. Both factors jointly enhance engagement and support online business continuity.


Implications: The study highlights the importance of integrating digital creativity and the development of a work ethic in higher education to strengthen student entrepreneurship ecosystems.


Originality: This research provides empirical evidence on the combined role of digital creativity and work ethic in students' entrepreneurial performance within Indonesia’s digital economy.

Keywords

digital creativity work ethic student entrepreneurship online business Gen Z

Article Details

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This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Asari, C., & Suranto, S. (2026). Digital Creativity Strategies and Work Ethic of Gen Z Entrepreneurs: Case Study of Online Business Students Surakarta, Indonesia. Advances in Business & Industrial Marketing Research, 4(2), 122–132. https://doi.org/10.60079/abim.v4i2.785
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