Students and the Digital Creative Economy in the Era of Industry 4.0/5.0

Abstract

This study aims to analyze the role of university students in the digital creative economy within the context of Industry 4.0 and 5.0 using a descriptive qualitative approach. The research focuses on how digital natives, particularly students, actively contribute to innovation, technology adoption, and the development of creative business opportunities. Findings indicate that students possess significant potential as drivers of the creative economy through the utilization of social media, e-commerce platforms, and other digital tools that enable global market access. Higher education institutions play a crucial role by transforming into Education 4.0 and University 3.0 models, providing innovation ecosystems such as business incubators, entrepreneurship training, and international collaborations. However, students continue to face challenges including limited capital, uneven digital literacy, and intense competition in the digital marketplace. With government support, cross-sector collaboration, and continuous research and product development, students can maximize their contribution to sustainable growth in the digital creative economy. The study contributes theoretically by enriching the literature on student involvement in creative entrepreneurship, while also offering practical recommendations for strengthening digital entrepreneurship strategies both in Indonesia and globally.