Implementation of the Sustainable Creative Industry Model Based on the Green Economy of MSME Actors in the Man

Abstract

This study aims to describe the level of understanding and implementation of sustainable development, identify the challenges faced, analyze the role of the government and stakeholders, and formulate strategies that can be applied to increase the adoption of sustainable development in creative industry MSMEs in the Mandiri Rasau Jaya Integrated Industrial Estate, Kubu Raya Regency. The research approach used is descriptive quantitative with a survey method. The population of this study is all creative industry MSMEs in the region with as many as 60 business units, as well as used as a research sample with saturated sampling techniques. Primary data was obtained through questionnaires based on the Likert scale, observations, and interviews, while secondary data was obtained from documents from related agencies and academic literature. The results of the study show that the level of understanding of MSME actors towards sustainability is relatively high, with the majority of respondents agreeing that businesses must pay attention to environmental sustainability aspects. The application of sustainable management has begun to be seen in the use of environmentally friendly materials, waste management, energy efficiency, and product innovation, although it is not completely consistent. The main challenges faced include limited financial resources, technical skills, the use of digital marketing, and the availability of supporting infrastructure. This study also found that the role of the government and stakeholders is quite significant through the provision of facilities, training programs, and policy support, although MSME actors still hope for sustainable assistance and more concrete incentives. Strategies that can be applied to increase the adoption of sustainable entrepreneurship include increasing knowledge capacity, continuous training, strengthening cooperation networks, providing access to green capital, optimizing digital marketing, and consumer awareness campaigns for environmentally friendly products. Overall, this study concludes that creative industry MSMEs in Rasau Jaya already have a good understanding of sustainability, but still need stronger ecosystem support so that their implementation can run optimally. The results of this research are expected to be input for the government, stakeholders, and business actors in formulating policies and strategies for the development of MSMEs based on the green economy to strengthen competitiveness and business sustainability.