Developing Creativepreneurship through Product Innovation and Marketing Mentorship for Local Business Owners

Creative entrepreneurship plays an important role in strengthening local businesses and supporting sustainable economic growth. However, limited product innovation and marketing capabilities remain major challenges for local entrepreneurs. This study aims to examine the effectiveness of product innovation and marketing assistance in developing creative entrepreneurship among local business owners. A quantitative approach was employed using a pre-test and post-test design to assess changes in entrepreneurial competencies, product innovation, and marketing capabilities. Data were collected through structured questionnaires from participants involved in a mentoring program covering product development, branding, packaging, and digital marketing. The data were analyzed using descriptive statistics and paired-sample testing to evaluate improvements following the intervention. The findings are expected to demonstrate increased entrepreneurial knowledge, improved product creativity, and enhanced marketing capabilities among participants. The integration of product innovation and marketing assistance is anticipated to strengthen business competitiveness and market adaptability. In conclusion, structured mentoring can serve as an effective approach to developing creative entrepreneurship and empowering local businesses. This initiative also supports Sustainable Development Goal 8 by promoting decent work and sustainable economic growth.