THE INFLUENCE OF INNOVATION AND CREATIVITY TRANSFORMATION IN REALIZING ENTREPRENEURIAL MANAGEMENT IN THE SOCIETY 5.0 ERA

Abstract

The transformational changes of the Society 5.0 era demand an innovative and creative mindset, particularly in entrepreneurship, to generate solutions that focus not only on profit but also on social sustainability and community well-being. The purpose of this study is to identify how the use of digital technology, encouraging individual creativity, and integrating entrepreneurial values ​​are expected to enable business actors to adapt more quickly to change and achieve business sustainability. The research method used is quantitative descriptive and associative. Data collection techniques were obtained through the distribution of online questionnaires. Data analysis was carried out using multiple regression to test the research hypothesis using the Smart PLS tool. The results of the study identified that the two independent variables together were able to explain 71.2% of the variation that occurred in the dependent variable (Y), while the remaining 28.8% was explained by other factors outside the research model, the loading factor value was 0.712, which indicated a positive influence with a greater level of strength than X₁. This value indicates that X ₂ has a significant contribution to changes in Y, so it can be concluded that this variable is a dominant factor in the research model used. Therefore, the influence of innovation and creativity in entrepreneurial management in the era of society 5.0 provides an important contribution to the development of entrepreneurship.