MODEL PENDAMPINGAN DIGITALISASI EKONOMI KREATIF DALAM MENINGKATKAN JIWA WIRAUSAHA PEMUDA DI DESA PAGERWANGI KECAMATAN LEMBANG KABUPATEN BANDUNG BARAT
DOI:
https://doi.org/10.22460/comm-edu.v7i3.29725Keywords:
digitalisasi, ekonomi kreatif, kewirausahaan pemuda, pendampinganAbstract
Pagerwangi Village, located in Lembang Subdistrict, West Bandung Regency, has great potential for developing a creative economy. However, its utilization remains suboptimal due to limited digital access and technical mentoring. This study aims to design a digital assistance model for the creative economy that enhances the entrepreneurial spirit among youth. The theoretical framework is based on Schumpeter’s innovation theory, Amartya Sen’s capability approach, and the Theory of Planned Behavior (Ajzen, 1991). The research employs a mixed-methods approach involving a survey of 100 youth, in-depth interviews, and focus group discussions. The results show that digital mentoring interventions through e-commerce, social media training, and technical assistance significantly improve entrepreneurial attitudes, digital capabilities, and entrepreneurial intentions. Continuous and context-sensitive mentoring proved more effective than one-time training. The study concludes that a comprehensive digital mentoring model can strengthen rural youth entrepreneurship and serve as a sustainable strategy for developing the creative economy in rural areas.
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