The creative economy in developing entrepreneurship: a case study on calligraphy craftsmen in Indonesia

The creative economy is supported by an innovative industry driven by creators and innovators. Many types of creative industries are considered to be developed in Indonesia, including figure calligraphy. This study aims to develop figura calligraphy products through product characters with sharia-based innovations. The research method used is a qualitative approach. This study involved 20 figure craftsmen in the Kudus district, Central Java, Indonesia. The data were obtained using observation, interviews, and in-depth discussion with the respondents. Data analysis uses the Miles and Huberman model, namely reducing data, tabulating, presenting data, and drawing conclusions. The result of the research is the development of creative industries figura handicrafts through the innovation of sharia-based products that are handicrafts that have artistic value to be enjoyed and contained the meaning of promoting the teachings of Islam. Furthermore, diversification of figura products that use technology makes figura product innovation an advantage, novelty, and change. In the future, it is expected to develop creative industries, increasing innovation through the diversity of products.